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AP MUST DO INITIATIVE Identity design

필실천 원칙 디자인
AMOREPACIFICMar 01, 2024
AP Fil Practice is the fundamental execution principle of brand value management, and it is the practical guideline that Amorepacific employees must understand and adhere to—the fundamental principles that serve as the foundation for all business operations and decision-making. The principles of Fil Practice are articulated in the following statements:
1. Go where the customers are.
2. Make decisions quickly and execute them promptly.
3. Foster two-way communication through empathetic content.
4. Pursue endless challenges to become the world’s best.
5. Pay attention to the details of quality/service.
.
.
We believed it was important to communicate the principles of “Pilsilcheon” in a way that team members could easily understand and remember, and thus we undertook this design project.
Since the content presents principles that members must adhere to, it was essential to ensure that their meaning could be easily understood and remembered. Therefore, we established the following design principles and proceeded accordingly.
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Initially, we planned to apply the design only to the login screen of the internal homepage used by employees. However, we realized that frequent exposure was key to helping employees remember the principles, so we decided to expand the design’s visibility across various internal channels. Based on this, the design concept was developed to make each principle clear and easy to grasp. We selected blue as the main color to represent dynamic energy, applied it consistently to associate the color with the principles, used bold typefaces for high visibility, and incorporated kinetic typography to maintain focus and engagement.
Motion Ideation
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Speed 🌪️ Accuracy 🔥
The motion concept is “Speed and Accuracy.” We spent considerable time exploring how to convey the meaning of each sentence at a glance. As we refined the motion concept, we constantly considered how to reduce the reading burden, since the time available for members to process the motion is very short. Our goal was to help users instinctively grasp the nuance before reading the text, thereby enhancing overall comprehension. At the same time, we carefully ensured that the motion would not distract from reading by testing various visual scenarios and refining the design. We also incorporated familiar UI elements inspired by everyday mobile and app interfaces to make the experience intuitive. Finally, since the design will be distributed to overseas branches, we considered multilingual consistency—particularly the nuances of English and Chinese expressions.
To summarize:
1. Simple, easy, and intuitive.
2. Motion direction and range should not interfere with readability.
3. Motion must remain within text boundaries to accommodate various aspect ratios and future applications.
4. The design should be easily adaptable for three languages (Korean, English, and Chinese).
Based on these principles, we developed a range of intuitive motion graphic concepts.
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AP MUST DO INITIATIVE Identity design 필실천 원칙 디자인 24_68_02
Motion Design
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The following is the final motion design created through multiple stages of ideation and refinement.
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AP MUST DO INITIATIVE Identity design 필실천 원칙 디자인 24_68_05
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English and Chinese versions
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AP MUST DO INITIATIVE Identity design 필실천 원칙 디자인 24_68_10
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Applications
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Employees can encounter the brand identity and slogans across multiple touchpoints such as login screens, mobile apps, and posters.
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*The text in the poster example
is partial and serves as a
sample repeating the key principles.
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*Monitors in the global headquarters’ common areas
*Elevator monitors at the World Headquarters
  • Amorepacific Creatives
  • 기획 / 그래픽&모션 디자인
  • 천나리, 박영주
  • Motion animation
  • SAI
  • 중국어 검수
  • 가오양
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