Direction 2 - Recommended version to the client - As it's a council, it is an advisory, deliberative & legislative body of people formally constituted and meeting regularly, this rebranding has to be more solid and official look like
MY KOSSREC VISION: this project showcases a rebranding concept I developed for the Korean Social Science Research Council (KOSSREC), also known as the Council, as Art Director, I envisioned a complete brand refresh, but ultimately, the client opted for a more slightly approach.
CHALLENGE: moving Beyond the Dated, the original KOSSREC logo featured an earth symbol embedded within the letter "O.", this approach, common in past decades, felt outdated for a modern brand identity in 2023, recognizing this, so I focused on three key elements: typography, color palette, and emblem design.
BRANDING: 3 compelling directions:
- Direction 1, balancing tradition and modernity, this concept stayed closest to the original branding, utilizing a clean, sans-serif font for a balanced look, the powerful emblem combined deep and electric blue hues, creating a dynamic contrast.
- Direction 2, emphasis on authority (Recommended), considering KOSSREC's role as an advisory and legislative body, this direction aimed for a more solid and official aesthetic, the elegant "Recline" font exuded corporate professionalism, while the emblem showcased Korea on a world map alongside the Council's name in Korean, electric blue remained the primary color for a sense of trust, modernity, and stability.
- Direction 3, highlighting the scientific aspect, this concept leaned into KOSSREC's scientific focus, the "Edrgo" typeface conveyed a technical feel, complemented by a futuristic and trendy emblem representing Korea featuring an electric blue gradient.
A NOTE ON CLIENT CHOICE: while I passionately advocated for a more transformative rebrand, the client ultimately decided on a subtler evolution of their existing logo, this portfolio presentation serves to showcase the creative process and alternative directions explored.
CHALLENGE: moving Beyond the Dated, the original KOSSREC logo featured an earth symbol embedded within the letter "O.", this approach, common in past decades, felt outdated for a modern brand identity in 2023, recognizing this, so I focused on three key elements: typography, color palette, and emblem design.
BRANDING: 3 compelling directions:
- Direction 1, balancing tradition and modernity, this concept stayed closest to the original branding, utilizing a clean, sans-serif font for a balanced look, the powerful emblem combined deep and electric blue hues, creating a dynamic contrast.
- Direction 2, emphasis on authority (Recommended), considering KOSSREC's role as an advisory and legislative body, this direction aimed for a more solid and official aesthetic, the elegant "Recline" font exuded corporate professionalism, while the emblem showcased Korea on a world map alongside the Council's name in Korean, electric blue remained the primary color for a sense of trust, modernity, and stability.
- Direction 3, highlighting the scientific aspect, this concept leaned into KOSSREC's scientific focus, the "Edrgo" typeface conveyed a technical feel, complemented by a futuristic and trendy emblem representing Korea featuring an electric blue gradient.
A NOTE ON CLIENT CHOICE: while I passionately advocated for a more transformative rebrand, the client ultimately decided on a subtler evolution of their existing logo, this portfolio presentation serves to showcase the creative process and alternative directions explored.
Banners for KOSSREC the 2023 annual report
BEYOND THE REBRANDING, A COHESIVE BRAND EXPERIENCE: in addition to the logo variations, I presented a range of applications across various media, including business cards, banners for the 2023 Annual Report, gift bags, name tags, and other graphic design elements.
This comprehensive approach ensured brand consistency across all touchpoints.
This comprehensive approach ensured brand consistency across all touchpoints.
KOSSREC - (사)한국사회과학협의회 - Gift bag + Name tags
KOSSREC - (사)한국사회과학협의회 graphic design
KOSSREC - (사)한국사회과학협의회 business cards
KOSSREC headquarter-front hall - The Korean Social Science Research Council (KOSSREC or the Council hereinafter), established in 1976, is the non-profit independent federation of fifteen academic associations of the social sciences in Korea and represents Korean social science disciplines in international social science organizations, including the Asian Social Science Research Council, the International Social Science Council, and the International Federation of Social Science Organizations
KOSSREC headquarters-front hall - Since its inception, the KOSSREC has been publishing the Korean Social Science Journal, an academic journal in English, and the Social Sciences Book Review. The Council also organizes local and international academic conferences with an emphasis on current yet enduring social issues in multidisciplinary approaches. The topics in recent conferences, for example, include an “indigenization of social science research,” “social equity and justice,” “social change and ethics,” “globalization and the 21st century,” and “social conflicts.”
Direction 1 (First presentation to the client) - This version is the closest one to the original with a simple font & a powerful emblem
Direction 3 (First presentation to the client) - This branding emphasizes the scientific side of KOSSREC with a scientistic font associated with a very futuristic & trendy emblem
What the client wanted despite recommendations
Unfortunately, the client was really afraid of a real rebranding that would have brought modernity and status
CONTEXT: KOSSREC, also referred to as the Korean Social Science Research Council or simply the Council Hereinafter, is a non-profit organization established in South Korea in 1976, it acts as an umbrella organization for fifteen academic associations focused on social sciences in the country, here's a breakdown of KOSSREC's role:
- Federation of social science associations, it brings together fifteen Korean academic associations specializing in various social science disciplines.
- International representation, KOSSREC represents Korean social sciences on the global stage by being a member of international organizations like the International Social Science Council (ISC) and the Asian Social Science Research Council (AASSREC).
- Conference sponsorship by supporting conferences on social sciences, both locally within South Korea and internationally, they actively encourage participation from international scholars in these events.
- Federation of social science associations, it brings together fifteen Korean academic associations specializing in various social science disciplines.
- International representation, KOSSREC represents Korean social sciences on the global stage by being a member of international organizations like the International Social Science Council (ISC) and the Asian Social Science Research Council (AASSREC).
- Conference sponsorship by supporting conferences on social sciences, both locally within South Korea and internationally, they actively encourage participation from international scholars in these events.
Rebranding of KOSSREC - (사)한국사회과학협의회 - Korean Social Science Research Council
KOSSREC headquarters-front hall -To facilitate the work of the Council and to bring all relevant news, issues, and announcements to the members of the Korean and international social science community the Council publishes an internet-based newsletter, Social Science Webzine, in both Korean and English. The KOSSREC strongly encourages the participation of international scholars in all KORSSREC sponsored conferences, local and international
