Go Your Own Road, OFFROAD
Brand identity design for Offroad.
Project Overview
OFFROAD is a contemporary outdoor fashion brand expresses ‘being myself’ regardless of borderlines between urban and nature, and between gender and style. We developed a brand identity design of OFFROAD that suggests a variety of life scenes for modern people, which encompasses both everyday life and weekend moments such as camping, traveling, etc.
Design Strategy
We started designing OFFROAD’s logotype by defining two letters ‘F’ in the logo as FIELD for modern people. Modern people cross the several borderlines between the fields such as nature and urban, and weekday and weekend. A small ‘f’ and a capital ‘F’ were designed to symbolize two contradictory fields, and it helps the logo strengthen its meaning and stand out. The lowercase ‘f’ symbolizes a natural field with a curved shape like the ridge of a mountain. The uppercase ‘F’ represents the urban field and consists of straight lines like architecture in the city. In addition, the logo has visualized OFFROAD’s core value which is to enjoy from field to Field by connecting two fields through the ligature ‘fF’.
Slogan
We developed a slogan identity ‘Go Your Own Road’ including OFFROAD’s nature which is walking your own path beyond the general tracks. The slogan also emphasizes the happiness of an individual, not a group, and focuses on experience rather than products.
Client Doklipmun Inc.
Discipline Brand Identity / Slogan Identity / Top Level Research
Director Jaeyong Jang
Design Yoona Kim, Yeohae Song, Hyeyoung Jung, Rihyeon Ju
Discipline Brand Identity / Slogan Identity / Top Level Research
Director Jaeyong Jang
Design Yoona Kim, Yeohae Song, Hyeyoung Jung, Rihyeon Ju
