The CJ group remains expanding and has more than 15 affiliate organizations operating nationally and internationally in diverse market segments. For a stronger profile of the corporate name and the names of its affiliates, we were asked to develop a new corporate typeface as well as the brand architecture design system.
We firstly defined three key brand issues before the creative work could start: a more international profile was required, the brand identity was not consistent in its ownership of multiple activities and the brand architecture needed to be more practical to apply. A visual analysis of renowned international players in diverse market segments was held in order to evaluate style and personality characteristics of logo’s and logotypes.
The visual analysis was used as a creative starting point for the development of the new CJ typeface. This truly unique handwriting should create the right equilibrium between a classic font whilst respecting the heritage and identity of CJ. On the other hand it should compete at an international level. Overall, the hybrid typeface should have a premium look and feel.
The added value
We created a strong and corporate typeface. Its round characteristics are derived from the CJ brand icon. Furthermore we delivered a clear design system to structure, facilitate and organize the growing number of CJ affiliate companies.