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2019.12
LOTTE HIMART MEGASTORE
롯데 하이마트 메가스토어
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CLIENT
(주)롯데하이마트 / (주)대홍기획
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INDUSTRY
Corporate -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Signage -
AWARD
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THE CLIENT
클라이언트
LOTTE HIMART MEGASTORE, the largest electronic retail chain store in Seoul, is an attractive place where digital products, lifestyles, and cultures all come together to give customers a better experience. It is not just a place to purchase home appliances, but a place to enjoy visiting. YNL Design has developed the brand identity and design, including logo system, slogan, digital and print design, signage system, and pictogram.
롯데하이마트는 국내 최고의 가전제품 유통사로 최대 스케일의 매장인 메가스토어로 새로운 경험을 선사하고자 했습니다. 접근성이 좋은 잠실에 200평이 넘는 초대형 매장으로 런칭한 메가스토어는 제품과 라이프스타일, 문화가 모두 모여 다양한 선택의 기회와 경험을 제공합니다. 단순히 가전을 구매하는 곳이 아닌 방문이 즐거운 공간을 지향하며 최다 SKU의 가전제품 구비, 옴니존, 프리미엄존 등 롯데하이마트의 강점을 모두 갖췄습니다. YNL Design은 롯데하이마트 메가스토어의 브랜드 아이덴티티, 슬로건, 응용 디자인, 사이니지 시스템 등 비주얼 커뮤니케이션 기획 및 디자인 시스템을 개발했습니다.
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THE OBJECTIVE
목적
LOTTE HIMART MEGASTORE's key message is ‘the best experience to meet in mega stores’, and MEGA COLLECTIVE, a brand essence, means ‘A set of various experiences that you can't experience anywhere’. Focusing on the core values of new and diverse experiences that LOTTE HIMART MEGASTORE wants to convey and the message that LOTTE HIMART MEGASTORE is a place full of interesting experiences, we tried to visualize and express them throughout the space. In addition, we designed a graphic motif system along with a simple logo to deliver a popular and attractive image.
롯데하이마트 메가스토어의 키 메세지는 ‘초대형 매장에서 만나는 최고의 경험’이며 브랜드 에센스인 MEGA COLLECTIVE는 ‘어디에서도 체험하지 못하는 다양한 경험의 집합’이라는 의미를 담고 있습니다. 롯데하이마트 메가스토어가 전하고자 하는 새롭고 다양한 경험이라는 핵심 가치와 메가스토어는 흥미로운 경험이 가득한 곳이라는 메세지에 집중하여 공간과 브랜드 접점 전반에 이를 시각화하여 표현하고자 했습니다. 또한, 대중적이면서도 매력적인 이미지를 전달하기 위해 간결한 로고와 더불어 그래픽 모티브 시스템을 집중하여 디자인했습니다.
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THE SOLUTION
해결방안
LOTTE HIMART MEGASTORE's logo uses sanserif typeface to deliver a concise image that anyone can easily access while harmonizing with the existing logo. To represent the brand experience, we designed a graphic motif of Moiré. ‘Moiré’ patterns are large-scale interference patterns that can be produced when a ruled pattern with transparent gaps is overlaid on another similar pattern. It means a new experience which can enrich the quality of life.
롯데하이마트 메가스토어의 워드마크는 산세리프 서체를 사용하여 기존 하이마트의 로고와 어우러지면서도 누구든지 쉽게 접근할 수 있도록 간결한 이미지를 전달합니다. 그래픽 모티브는 2개 이상의 패턴이 중첩되면서 새로운 패턴이나 새로운 색이 우연히 나타나는 모아레 현상에서 영감을 얻어 롯데하이마트 메가스토어의 새로운 경험이라는 의미를 담았습니다. 면과 선이 어우러지는 시각적 형태를 통해 제품과 문화 체험이 모두 가능한 메가스토어의 경험을 표현합니다. 선과 선이 오버랩되어 보이는 색상이나 면적의 변화는 고객과 메가스토어가 만나 생기는 새로운 경험을 의미합니다.
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