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2020.09
Grampus
그램퍼스
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CLIENT
(주)아이비그룹
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INDUSTRY
Education -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Editorial ,
Graphic -
AWARD
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THE CLIENT
클라이언트
Grampus is a subsidiary of IVY KIDS SPORTS, a total sports academy with more than ten affiliated stores in Korea. The brand also sells and develops various physical education aids to develop children's motor nerves and keep them healthy. Grampus helps children grow physically through systematic programs and eco-friendly exercise equipment designed to develop the motor skills of growing children. Also, it is an educational system that balances exercise and rest, preventing injuries to children and providing an environment where they can exercise safely. Grampus is establishing itself as a brand that creates an environment where children can grow up healthily and happily through these programs.
그램퍼스는 아이들의 운동신경과 건강을 위해 다양한 키즈 교구를 판매 및 개발하는 브랜드입니다. 성장기에 있는 아이들의 운동 능력을 발달시키기 위한 체계적인 프로그램과 운동 기구들을 통해 아이의 신체적인 성장을 돕습니다. 또한 운동과 휴식이 균형을 이루는 교육 시스템으로 아이의 부상을 방지하고 안전하게 운동을 즐길 수 있는 환경을 제공합니다. 그램퍼스는 이러한 프로그램을 통해 아이들이 건강하고 즐겁게 성장할 수 있는 환경을 형성하는 브랜드로 자리매김하고 있습니다.
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THE OBJECTIVE
목적
YNL Design actively renewed the brand identity by keeping pace with the consumer trend of demanding convenient and usable teaching aids and paying attention to the brand's diversity. For this, we intended to build a new, sporty, energetic, and playful brand image by considering the characteristics of the Grampus's teaching aids and the sensibility of the target group, children. Primarily, we intended to incorporate the brand value that emphasizes Grampus's 'diversity' into the brand concept, based on the inspiration from the activeness that children showed while using the teaching aids and the various colors of the teaching aids.
YNL Design은 편리하고 사용성이 좋은 교구를 찾는 소비자 트렌드에 부합하고 브랜드가 지닌 다양성에 주목하여 능동적인 브랜드 아이덴티티 리뉴얼을 진행했습니다. 이를 위해 그램퍼스 교구의 특성과 타겟층인 어린이의 감성을 고려하여 Sporty, energetic, Playful한 브랜드 이미지를 새롭게 구축하고자 했습니다. 특히 아이들이 교구를 사용하면서 보여지는 액티브한 움직임과 교구의 다양한 컬러에서 영감을 얻어 그램퍼스만의 ‘다양성’을 강조한 브랜드 가치를 브랜드 컨셉에 담고자 했습니다.
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THE SOLUTION
해결방안
YNL Design conveyed the strengths of its products, diversity, and potential in a friendly manner through symbols and graphic motifs created based on the shape of the teaching aids. The main symbol representing the grampus used various forms of the teaching aids as visual elements. Grampus's brand value is symbolically expressed through the image and the tendency that emphasizes teamwork and the harmony of relationships. We created the logo design based on the inspiration from the shape of the Grampus's teaching aids and developed a dynamic graphic motif reminiscent of the forms of teaching aids. We developed a visual identity system that matches our brand slogan, 'PLAY STRONG WITH GRAMPUS,' and the wording, 'PLAY,' 'ENJOY,' and 'EASY,' the core brand keywords of Grampus.
YNL Design은 교구의 형태를 토대로 만들어진 심볼과 그래픽 모티브를 통해 제품의 강점인 다양성과 잠재력을 친근하게 전달했습니다. 범고래를 표현하는 메인 심볼은 다채로운 교구 형태를 그래픽요소 활용하였으며 팀워크와 관계의 조화를 중시하는 범고래의 성향과 이미지를 통해 그램퍼스의 브랜드 가치를 상징적으로 표현합니다. 그램퍼스 교구의 형태에서 영감을 얻은 그래픽 모티브와 그램퍼스의 브랜드 키워드인 ’PLAY’, ‘ENJOY’, ‘EASY’ 워딩과 함께 조화롭게 표현하여 브랜드의 톤앤매너를 구축하였습니다.
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