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A hanok is a traditional Korean house. It has architectural characteristics not found in other countries, created in harmony with nature. Koreans are familiar with the hanok’s unique roof tiles, eaves, and elegantly curved roof ridges. These details depend upon the ground shape, and on the flow of water and wind. The Hanok brand identity expresses the curved eaves of a hanok seen through a window. The Hanok BI’s flat graphic is easy to expand, with the curve inside the square lending the sense of viewing through a window. Unlike modern architecture which recklessly damages nature, the Hanok promises to be a good brand, with a heritage to pass down to the next generation.