GRAYFORM Branding

•

GRAYFORM

RE-BRANDING PROJECT / NOV.2021

GRAYFORM is a select shop that sells lifestyle products located in Seoul, Korea.
It had a brand philosophy of wanting to introduce and share stories with consumers by archiving the value of the brand with historical and cultural stories. (like a curator)

We proceeded with the rebranding project by empathizing with Grayform's philosophy of carefully selecting and introducing products based on affection for brands, respect for designers, and deep understanding of products.

CLIENT / GRAYFORM

BRAND PLANNING / YUNJAE CHOI + YOUNGJI CHOI

BRAND DESIGN / YOUNGJI CHOI + JIWOONG BAEK
LOCATION / SEOUL, KR
YEARS / 2021

BRAND IDENTITY

GRAYFORM's brand identity was inspired by the 'curator' who introduces artists and works with affection, stubbornness, confidence, and melting point of view, and designed the shape of the guarantee and signature in the letter F.
The letter G was produced based on a neutral typeface so as not to lose a sense of balance in line with the free form and sense of proportion of the letter F.

COLOR / TYPEFACE

We adjusted previous GRAYFORM’s color delicately for maintaining and develop brand heritage. And then we expanded the spectrum of gray tones motivated by name of 'GRAYFORM', and set red-orange color, meaning finished form, as the primary color.

Brand typeface is a neutral and modern sans-serif similar to the logotype, to tell the story of various brands. Brand Slogan and story use serif typeface to deliver warm and professional image.

LAYOUT SYSTEM

We use the ‘curation note line’ as the main graphic asset to express the brand’s characteristics of ‘recording’ and ‘collecting’. In addition, it is possible to utilize a two-column layout centered on the alphabet F, a key asset of GRAYFORM. We have considered it so that it can be used easily and effectively in media of various sizes.