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2022.07
ATHERTON
애서튼
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CLIENT
(주)골드워터코리아
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INDUSTRY
Lifestyle ,
Real Estate -
SERVICE
Creative Strategy ,
Branding (BI) ,
Verbal Identity
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THE CLIENT
클라이언트
Atherton is a real estate development and consulting firm that proposes a better lifestyle based on detailed insight. Atherton develops various residential spaces, from high-end residences for the very few upper class, such as the Upper House, to apartment brands that present a special lifestyle to many. Atherton pursues a high-end residential culture that enhances and enriches life beyond simply creating buildings and spaces. For this, Atherton delivers a residential experience that leads the era beyond the boundaries of past methods or fields. Furthermore, it intends to create an aesthetic space that enriches life, where you can feel closeness and share joy with people you love and where various cultures and values coexist. Based on these efforts, Atherton realizes the value of prosperity that makes life beautiful and fulfilling.
Atherton은 세심한 통찰력을 바탕으로 더 나은 라이프스타일을 제안하는 부동산 개발 및 컨설팅 기업입니다. Atherton은 어퍼하우스와 같이 극소수의 최상류층을 위한 하이엔드 레지던스에서 많은 이들에게 특별한 라이프스타일을 제시하는 아파트먼트 브랜드까지 다양한 주거공간을 개발하고 있습니다. Atherton은 단순히 건물과 공간을 만드는 것을 넘어 삶을 고양시키고 풍성하게 만드는 하이엔드 주거 문화를 지향합니다. 이를 위해 Atherton은 과거의 방식이나 분야의 경계를 뛰어넘어 시대를 리드하는 주거 경험을 선보이며 나아가, 삶을 풍요롭게 만드는 심미적인 공간, 사랑하는 이들과 함께 친밀감을 느끼고 즐거움을 공유할 수 있는 공간, 다양한 문화와 가치가 함께 공존하는 공간을 창조하고자 합니다. 이러한 노력을 바탕으로 Atherton은 삶을 아름답고 충만하게 만드는 번영의 가치를 실현합니다.
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THE OBJECTIVE
목적
YNL developed a brand identity system that captures Atherton's differentiated brand value and an application system that can present a unique brand experience based on Atherton's new definition of high-end housing. YNL redefined the story and brand value of Atherton's brand name as follows to derive the brand concept and design direction. Atherton provides the experience of prosperity beyond high-end housing. To Atherton, prosperity does not just mean material affluence but also encompasses emotional richness, such as serenity, harmony, balance, and satisfaction. It signifies a substantial lifestyle of enjoying life to the fullest. Atherton raises residential satisfaction and leads life to prosperity and happiness through innovative residential experiences that lead the times and careful space planning in consideration of various lifestyles.
YNL은 Atherton이 지향하는 하이엔드 주거에 대한 새로운 정의를 바탕으로 Atherton만의 차별화된 브랜드 가치를 담은 브랜드 아이덴티티 시스템을 개발하고, 색다른 브랜드 경험을 선사할 수 있는 어플리케이션 시스템을 개발했습니다. 브랜드 컨셉 및 디자인 방향성 도출을 위해 YNL은 Atherton의 브랜드 네임에 대한 스토리와 브랜드 가치를 다음과 같이 재정의했습니다. Atherton은 하이엔드 주거를 넘어선 번영의 경험을 선사합니다. Atherton에게 번영이란 단순히 물질적 풍요가 아니라 평온함, 조화, 균형, 만족감과 같은 정서적 풍요로움을 아우르는 개념으로, 삶을 충만하게 누리는 밀도 있는 라이프스타일을 의미합니다. Atherton은 시대를 리드하는 혁신적인 주거 경험과 다양한 라이프스타일을 고려한 세심한 공간 기획을 통해 주거의 만족감을 높이고 삶을 번영과 행복으로 이끌어 갑니다.
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THE SOLUTION
해결방안
YNL defined Atherton's brand essence with the slogan BRING A PROSPEROUS LIFE. Based on this, we developed a brand identity embracing Atherton's essential values. The tall vertical line signifies the residential experience offered by Atherton, which creates a unique lifestyle through various architecture. The broad horizontal line means that the experience of prosperity is widely spread through Atherton's residential culture. The symbol uses gentle curves to express the affluent life offered by Atherton in a comfortable and elegant mood. Atherton's logotype, where the modern sensibility of refined straight lines from harmony with the comfort of curves, boldly expresses its confidence as a leading real estate development and consulting company leading residential culture. The graphic motif, developed based on Atherton’s symbol, captures the value of prosperity that extends to a higher dimension and expresses Atherton's sophisticated and affluent lifestyle. The graphic motif was developed to convey a uniform brand experience at various customer contact points, considering the scalability and applicability depending on the application template size. The combination of the emerald green, which signifies happiness and valuable time, and the gray, which reflects the modern mood of the building, symbolizes a space Atherton creates with a balance between emotional and functional values. Using a unique emerald color, which is not common among real estate development and consulting companies, we conveyed a differentiated brand image and reinterpreted the company’s mission of inviting prosperity into life through residential space in a refined mood. For the title's typeface, we used a classy sans serif, in a similar mood to the logotype, to convey Atherton's elegant image. We used a sans serif with excellent readability and a modern feel for the text's typeface to describe Atherton's modern refinement.
YNL은 Atherton의 브랜드 에센스를 BRING A PROSPEROUS LIFE라는 슬로건으로 정의하였으며, 이를 기반으로 Atherton의 본질적 가치를 담아낸 브랜드 아이덴티티는 개발하였습니다. 높게 상승하는 세로 라인은 다양한 건축을 통해 유니크한 라이프스타일을 만드는 Atherton의 주거 경험을 의미하며, 넓게 펼쳐진 가로 라인은 Atherton이 만드는 주거 문화를 통해 번영의 경험이 널리 확산됨을 의미합니다. 심볼에는 완만한 곡선을 사용하여 Atherton이 선사하는 풍요로운 삶을 편안하고 세련된 무드로 표현합니다. 정제된 직선의 현대적 감성과 곡선의 편안함이 조화를 이루는 Atherton의 로고타입은 주거문화를 리드하는 부동산 개발 및 컨설팅 전문 기업으로서의 자신감을 볼드하게 표현합니다. Atherton의 심볼에서 착안하여 개발된 그래픽 모티브는 더 높은 차원으로 확장되는 번영의 가치를 담았으며, Atherton이 제시하는 세련되고 풍요로운 라이프스타일을 표현했습니다. 그래픽 모티브는 어플리케이션 템플릿 사이즈에 따른 확장성과 적용성을 고려하여 다양한 고객 접점에서 일관된 브랜드 경험을 전하도록 개발했습니다. 행복과 가치있는 시간을 의미하는 에메랄드 그린 컬러와 건축물이 지닌 현대적인 무드를 담은 그레이 컬러의 조합은, Atherton이 만드는 감성적 가치와 기능적 가치가 조화를 이루는 공간을 상징합니다. 부동산 개발 및 컨설팅 기업으로서는 흔하지 않은 유니크한 에메랄드 컬러를 사용함으로써 차별성 있는 브랜드의 이미지를 전하고, 주거공간을 통해 삶에 번영을 선사한다는 기업의 미션을 세련된 무드로 재해석했습니다. 타이틀 서체는 로고타입과 유사한 무드를 지닌 고급스러운 산세리프를 활용하여 애서튼의 세련된 이미지를 전달하며, 본문 서체로는 가독성이 우수하고 모던한 감성을 지닌 산세리프 서체를 함께 사용하여 애서튼이 지닌 현대적인 세련미를 전달합니다.
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