Open the BLANK | Brand Identity Proposal
Concept Planning · Art Direction · BI System · Visual Identity · Application Design
I led the concept planning and design direction for Open the BLANK, an exploratory brand identity proposal developed as a coursework project for Hongik University's School of Advertising and Public Relations. The project explored how the school's creative identity could be expressed through an open, adaptable visual system.
Team Members
- Jinho Tak (탁진호): Design & Music
- Jaemin Lim (임재민): Presentation Production
Concept: Open the BLANK
I interpreted creativity as a BLANK: an open space that can hold new ideas and possibilities. This became the guiding concept, “Open the BLANK,” and the foundation for the proposed visual identity.
The bracket-shaped symbol frames an empty space that can be freely filled and expanded. It was conceived as an expression of students' limitless creativity, leaving room for different voices and forms of expression within a shared identity.
Building the Identity System
I designed the proposed brand identity system around a consistent relationship between concept and form. This included the symbol and logotype, a grid system, a color palette, typography, and usage guidelines. Together, these elements established a visual framework for carrying the concept across different formats.
Applications Across Media
The proposal extended to business cards, letterheads, envelopes, shopping bags, presentation templates, nameplates, certificates, mugs, and USB drives. These applications explored how the identity could remain recognizable across print, digital, and physical touchpoints while adapting to their different functions.
My Role
Concept Planning · Art Direction · BI System · Visual Identity · Application Design
I oversaw the overall design direction from the initial concept through the identity system and its applications. As an experimental academic proposal, the project offered a space to explore how a single idea could support a coherent yet flexible identity across a broad range of media.