eo / eo PLANET BI Renewal Project

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eo is Korea's representative startup media that provides premium storytelling contents about 'entrepreneurship' and 'opportunities', which started in 2017. In 2018 we conducted the first BI renewal that focused on the development of the symbol "EO" from "ㅌㅇ". In 2021 we started to build a community platform for entrepreneurs in the world. This BI renewal aimed to develop a story and design that conveys eo’s leading values and new vision. The direction of the renewal was as follows.

A. Giving new meaning to the initial 'eo'.

B. Building an original brand universe to connect brand story and design.
C. Setting up a brand design system for productive visual communications.

We defined eo's fans are the ones who want to be the protagonists of their own lives greatly. The community we are building will be an exciting space where our fans can express and communicate about their startup adventure. Therefore a storytelling-based sci-fi brand universe is established to arouse fans' curiosity and enjoyment. It is a guideline of stories and memes that fans and team members will complete together, and is designed to correspond to elements visualization of the brand design system.

The bold and playful logotype represents the confidence and familiarness to the adventurous life, and at the same time expresses the optimism, the essential value that eo aims to provide to fans. The contrastive color palette symbolizes the two key factors of a start-up journey. 4 types of graphic motifs symbolize complicated aspects of startup business, deliver a dynamic brand experience across visual communication.