이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
JEJU GREEN AWARD BRAND IDENTITY DESIGN | BI DESIGN
제주 그린 어워드 BI 디자인
AMOREPACIFICMay 20, 2024
Summary
The Jeju Green Award is an environmental award organized by the Innisfree Foundation. It is a recognition
dedicated to individuals and organizations that contribute to the preservation and development of Jeju’s
environment. The inaugural ceremony was held in 2023, and the second is scheduled for October of this year.
We are currently working on branding initiatives to establish it as the leading environmental awards
ceremony in Jeju within three years.
Current Status Analysis
To position the Green Award as Jeju’s representative environmental award ceremony, we identified the need to enhance the credibility and authority of the Mo-eum Foundation as the host and improve the award’s recognition.
The current Green Award was being operated without a clear concept or differentiating points, so we worked to strengthen its identity through a clear concept story and consistent messaging that functions as a brand.
If the award can establish itself as an attractive event that encourages winners to promote it voluntarily, authority will naturally form, enabling sustained follow-up after the award while considering scalability and operational ease.
We proposed an overall direction to communicate the value of the Mo-eum Foundation and the Green Award through realistic branding.
The 1st Green Award
The “Mo-eum” in Mo-eum Foundation means “bringing hearts together to create diverse values.”
We have sought to reflect the wonderful values and spirit of the Mo-eum Foundation and create an authentic image.
To achieve this, we unified all communication channels and images to consistently convey the Mo-eum Foundation’s values.
During this process, we considered practicality to enable the Mo-eum Foundation to easily manage the guidelines and gradually expand them to other projects,
and we anticipated that the strengthened value of the Mo-eum Foundation through the rebranding would create a virtuous cycle in which the authority of the Green Award naturally increases.
Design-wise, we reflected the concept of the Innisfree Foundation to create visual consistency and refined the design to establish a unique style for the award.
We redefined the color guide by combining the colors used by Innisfree and the Mo-eum Foundation, and structured the main and accent colors to ensure high versatility across various visual materials, both online and offline.
The typeface was revised based on feedback that the existing Innisfree Gothic font had poor readability, and we proposed Nanum Square, a font that is free to use and compatible with MS environments.
AS-IS
Korean Innisfree Gothic BOLD/REGULAR/LIGHT
English Innisfree Gothic BOLD/REGULAR/LIGHT
Font
The custom font uses Innisfree Gothic, which is employed by the
Innisfree Foundation, to help establish a consistent image for the foundation.
It is intended for use in various promotional materials and communication tools.
TO-BE
Korean font: Nanum Square EXTRA BOLD/BOLD/REGULAR/LIGHT
English font: Nanum Square EXTRA BOLD/BOLD/REGULAR/LIGHT
The Communication Operations Guide was created to communicate the values of the Mo-eum Foundation, enhance the foundation’s credibility, and improve operational efficiency.
We aimed to apply visuals with a warm, emotional touch, clear and concise communication methods that inspire trust, and an accessible, easy-to-use format.
Communication Operations Guide
SNS thumbnail guide
Content Creation Guide
Instagram guide application design
AS IS
TO BE
YouTube Guide Application Example
AS IS
TO BE
The emblem was designed to give the Green Award its unique symbolism by using the ㅁㅇ consonant motif from the Sharing Foundation’s BI to reflect the value of “bringing hearts together.”
The emblem itself includes the year of the award to emphasize its continuity and tradition, and to enhance versatility, various templates compatible with multiple media formats are provided for distribution to award recipients.
A
Reflecting Innisfree’s tone and manner, the design combines the forms of the consonants
‘mi’ and ‘i’ with motifs of nature and the sustainable values of
the Green Award—symbolizing love for nature and the coming together of hearts.
B
The design incorporates the shape of the mouth when pronouncing vowels and the Korean
characters of the word, building on the existing Vowel Foundation’s naturalistic concept
and applying non-traditional illustrations to impart a warm and emotional image.
The Green Award BI was proposed in two types, A and B, as shown above, and the A direction was selected for its modern, versatile, and dynamic imagery.
Initially, the project began as a design initiative for the Green Award’s posters and trophies.
As the importance of branding grew, the scope of work expanded to include BI, communication, VMD, brochures, and more.
As a result, we aim to continue the project in the second half of the year to achieve a more refined and comprehensive outcome.
