“the young tent” is a newborn alliance of youth political organizations in South Korea. The representative of “the young tent” noticed that they needed to find a specialist who could set up a suitable brand strategy and design an influential visual brand identity to launch “the young tent” successfully. So, they contacted me.
Through a deep conversation, I could find out that they want to highlight that they are a “young,” “friendly,” and “comfortable” alliance — totally different from other traditional and old-fashioned political groups in South Korea. Plus, I could notice one interesting and important fact that I had kept in mind: this brand will mostly be exposed to the public as a form of “special event.”
My goal was to refine, polish, and develop their brand strategy, then design their brand identity that can reflect the brand strategy.
The most important thing was that this branding should work primarily as “event identity design” while also working as “business identity design.”
Since I believe “branding” is more than designing a logo, I started to carefully scrutinize their idea of what they want to do to determine how this branding project should go. Then, after setting up and refining their brand strategy, I started to design their logo—symbol mark and wordmark. At this point, I kept in mind that the logo will be primarily used in a particular environment—event scenes.
With the idea that they want to convey the concept of “young,” “friendly,” and “comfortable,” I thought of creating a tent-shaped symbol mark. This would work indeed well as this can literally visualize their name, and also can convey the idea of “gathering and having a fun time together.”
Focusing on the fact that their initials are T, Y, T when written in all upper cases, I created a tent-shaped symbol mark that consists of the initials and an additional graphic element.
After further conversation with the client about how they will use the logo, I noticed that the logo should primarily be effective on dark background.
I decided to apply white and yellow to the logo. This decision made a perfect logo — the color and the shape of the logo match truly well, enhancing young, new, and fresh feelings.
After finalizing the logo, I also designed the items they would need. Since I carefully considered the environment when designing the logo, I could design all items that perfectly match the event scenes.
The executives of “the young tent” were delighted to have their clear brand strategy and visual brand identity; the visual brand identity perfectly reflects the brand strategy.
They were excited that the logo itself tells the public all of the ideas they wanted to convey while the logo is in the “tent” shape and consists of the initials of “the young tent.”
They expressed their gratitude that they could expand their operations as the new brand strategy and visual brand identity helped convey their philosophy efficiently. They wanted me to join them to start their journey together officially, and I decided to join them as a visual graphic director.
After their first official event where the attendees can entirely experience the brand identity, one of the attendees personally contacted me and told me that she marveled that “the young tent” logo itself visually looks wonderful and perfectly works in the event. Coincidentally, she was looking for a graphic designer at that point for her giant branding project! She wanted me to work with her to establish the brand strategy and design the visual brand identity of that project. As a designer, it was the happiest moment ever.