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CU / Brand identity

CU
CU

Discipline: Communication

Discipline: Communication

CU is the largest convenience store brand in South Korea. The brand's former logo used the comma as a design element to express everyday relaxation. However, the symbol did not deliver a clear brand image because its shape was easily confused with a speech bubble. The redesign uses the speech bubble as a new primary element to highlight the importance of communication with customers, adding an update to the comma from the previous logo. Taking note of the nature of the convenience store industry, designers created a brand identity whose goal is direct communication with the customer through messages like "Nice to CU" on its signboard, the retailer's most important contact point.

  • DATE OF LAUNCH 2017

  • DEVELOPMENT TIME 13 - 24 months

  • TARGET REGIONS Asia

  • TARGET GROUPS Consumer / User

Client / Manufacturer

BGF Retail

BGF Retail
Seoul, South Korea

Design

PlusX

PlusX
Seoul, South Korea

Myungsup Shin, Jangsoon Choe, Jisu Kim, Suji Choi, Yura Kim, Sangbin Hyun, Wonsik Joo, Daniel Kim

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Design

BGF

BGF
Seoul, South Korea

JungKuk Hong, ByungHak Kang​​