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2020.07
RIVER ANIMAL MEDICAL CENTER
리버동물의료센터
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CLIENT
(주)리버동물의료센터
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INDUSTRY
Lifestyle -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity -
AWARD
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THE CLIENT
클라이언트
The RIVER ANIMAL MEDICAL CENTER exists for the healthy and happy life of pets and companions. The core value of RIVER ANIMAL MEDICAL CENTER is "continuous treatment." Like a river that continually rejuvenates life, the veterinary medical center heals pets and companions' pain consistently. The aim of spaces and services is not to end up with temporary illness treatment, but to help the pet and companion regain their peace and maintain long-term health.
아름다운 강가에 위치한 리버동물의료센터는 반려동물과 반려인의 건강하고 행복한 삶을 위해 존재합니다. 리버동물의료센터의 공간과 서비스가 추구하는 방향은 일시적인 질병의 치료에서 그치는 것이 아닌 반려동물의 라이프 케어 파트너로서 반려동물과 반려인이 평안을 되찾고 오랫동안 건강을 유지할 수 있도록 돕는 것입니다. 리버동물의료센터의 브랜드 네임은 끊임없이 흐르며 생명을 회복시키는 강처럼 한결같은 태도로 반려동물의 아픔을 치료한다는 의미를 지니고 있습니다.
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THE OBJECTIVE
목적
The branding of the RIVER ANIMAL MEDICAL CENTER is an important project in that it blended the intangible services of healing and care into the customer's overall brand experience to create a healthier pet culture. The project's purpose was to design an identity that could effectively represent the RIVER ANIMAL MEDICAL CENTER's core value, "Continuous Treatment." Focusing on the fact that the River, which continually flows and restores life, resembles a medical center that consistently treats pets' pain, we derived the design concept with the medical center's name, River.
리버동물의료센터의 브랜딩은 치유와 보살핌이라는 무형의 서비스를 고객의 브랜드 경험 전반에 녹여 내어 건강한 반려동물 문화를 만드는데 기여한다는 점에서 중요한 프로젝트였습니다. 프로젝트의 목적은 리버동물의료센터의 핵심 가치인 ‘지속적인 회복 Continuous Treatment’이며 이를 효과적으로 담아낼 수 있는 아이덴티티를 개발하는 것이었습니다. 브랜드가 추구하는 반려동물의 건강한 삶을 위한 동반자 역할을 깨끗하고, 친근하며, 생명력 있는 브랜드 아이덴티티를 개발하여 사이니지와 어플리케이션 전반에 일관된 브랜드 메시지를 전달하고자 했습니다.
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THE SOLUTION
해결방안
We tried to create a companion's role for pets' healthy lives with familiar and sophisticated ones that River Veterinary Medical Center pursue. The dog's paw-shaped brand symbol, composed of water droplets, was inspired by the vital river. The symbol conveys the River Veterinary Medical Center's brand identity, which creates a healthy life for pets like a river that enriches the land. Also, we developed a graphic motif derived from a water drop shape symbol. We applied it to a wide range of applications, including business cards and envelopes, to add a sense of dynamism. The logotype, which was developed to reflect the pet's curve, provides an intimate image and expresses a bright, modern sensibility in white, gray, and silver colors.
끊임없이 흐르며 생명을 회복시키는 강처럼 한결같은 태도로 반려동물의 아픔을 치료한다는 리버동물의료센터의 브랜드 네임에서 착안하여 디자인 컨셉을 도출했습니다. 리버동물의료센터의 비주얼 아이덴티티는 생명력을 머금은 물방울에서 시작됩니다. 물방울로 구성된 강아지 발바닥 형상의 브랜드 심볼은 대지를 풍요롭고 비옥하게 만드는 강물처럼 반려동물의 건강한 삶을 만드는 의료센터의 브랜드 정체성을 전달합니다. 고객들에게 친근감을 전달하기 위해 반려동물의 몸통과 꼬리 모양을 반영하여 로고타입을 개발하고, 밝고 모던한 감성을 전달하기 위해 화이트와 그레이 그리고 실버 컬러를 활용했습니다. 사용자의 경험을 고려하여 개발된 어플리케이션, 사이니지 시스템은 브랜드 아이덴티티를 반영하여 친근하면서도 세련된 모습으로 표현하고자 했습니다.
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