Opinion by Richard Baird.
The Hyundai is a well-known, well-thought-of and well-established South Korean department store that this year will celebrate its 44th anniversary. To coincide with this, The Hyundai launched a new brand identity system developed by Seoul graphic design company Studio fnt. This builds on the logotype and colour palette created by New York’s Base Design earlier in 2015, and introduces a Korean logotype, patterns, geometric sans-serif typography, monolinear iconography and foil print finishes across business cards, price tags, stationery, packaging, store cards and print communication. The project also included signage and wayfinding.