Rémentary hero
Seoul KFEM
  • Term

    Feb – May 2023

  • Client

    Seoul Korea Federation for Environmental Movements

  • Work Scope
    • Brand Identity
    • Brand Guideline
    • Illustration
    • Website Design
    • Web Development
  • Team
    • 2 Planners
    • 1 Designer & Developer

Refreshing a legacy brand for the work ahead

브랜드 자산을 계승하며 새로운 시스템으로 재구축

Seoul KFEM (Korean Federation for Environmental Movement) is one of Korea's most active environmental nonprofits, running climate campaigns, zero-waste initiatives, and civic action programs across Seoul. Their existing brand had accumulated inconsistencies over time — a logo that had drifted from its original intent, and a visual language that couldn't keep pace with the scale of their work.

Project Goal

Building a brand system that works across every channel and campaign

모든 채널과 캠페인에서 작동하는 브랜드 시스템 구축

Seoul KFEM (Korean Federation for Environmental Movement) is one of Korea's most active environmental nonprofits, running climate campaigns, zero-waste initiatives, and civic action programs across Seoul. Their existing brand had accumulated inconsistencies over time — a logo that had drifted from its original intent, and a visual language that couldn't keep pace with the scale of their work.

Visual Concept

Three ideas that shaped the entire visual language

브랜드 전체를 관통하는 세 가지 조형 언어

The visual concept was built around three keywords drawn from Seoul KFEM's core activities: Circulation nature, cycles, Gather solidarity, community, and Action practice, change. These were translated into a single graphic form — the circle — carried over from the existing logo's sun motif and reinterpreted as a flexible, expandable element. A single circle evokes nature. Circles gathered become solidarity. Circles stacked become action.

Brand Identity

A mark that embodies the energy of action

행동의 에너지를 담은 아이덴티티

The logo draws from the third keyword, Action — specifically the image of a ball springing upward, full of force and momentum. The circle motif is visualized across multiple states: resting, rising, bursting. Together they symbolize Seoul KFEM's role as an organization that doesn't just respond to change, but drives it. The logotype echoes this through a rhythmic vertical arrangement — letters positioned above and below the baseline — reflecting an organization that moves fluidly and leads with intention.

Graphic System

Extending the circle across every touchpoint

하나의 모티프를 시스템 전반으로 확장

Across illustrations, SNS content, and brand applications, the circle from the logo is carried forward as a flexible graphic element — adapted in size, shape, and arrangement to suit each context. The illustration style takes its cue from the keyword Gather: circles stacking and accumulating to form recognizable shapes, making a simple geometric rule feel both systematic and alive.