Korean AI for everyday intelligence
K intelligence is KT’s AI brand built around the Korean language, culture, and social context. Designed to make AI more accessible and useful in everyday life, the brand brings together a growing ecosystem of AI services under a unified identity. CLAY developed the brand identity system, including the logo, typeface, motion language, and visual assets. The goal was to create a visual framework that balances technological sophistication with accessibility, expressing AI not as a distant technology, but as a flexible and evolving companion.
A prism that transforms information into insight
The prism became the central visual metaphor for K intelligence. Just as light passes through a prism and expands into a spectrum of new possibilities, AI processes information and transforms it into meaningful insight. Transparent materials, refraction, and shifting layers of light were used to visualize this process. The resulting visual system expresses the brand’s adaptability, openness, and continuous evolution across different AI experiences and services.
A typeface balancing intelligence
and accessibility
A custom typeface was developed to give K intelligence a distinct and consistent voice across digital touchpoints. The design combines geometric precision with open, approachable forms, reflecting both technological credibility and human-centered usability.
Subtle details, such as the square dot on the lowercase “i” and carefully balanced proportions, reinforce the visual identity while ensuring clarity across interfaces, communications, and motion applications.
CLAY developed the brand’s core visual concept around the “Prism.” A prism has the physical properties of scattering, magnifying, and redirecting light. CLAY translated this scientific metaphor into the essence of AI, visually expressing how K intelligence learns and analyzes information, then expands it into new insights and perspectives.
Project Contribution As a member of the design team, I helped shape the concept that reflects the brand’s vision and core message, and translated it into a logo that visually captures its essence. I also directed the typography to emphasize the brand’s reliability and expertise, and created 3D motion graphics that bring the prism metaphor to life, sensorially conveying the diverse AI experiences offered by K intelligence.
CLAY는 브랜드의 핵심 비주얼 콘셉트를 ‘프리즘(Prism)’을 중심으로 개발했습니다. 빛을 분산시키고, 방향을 굴절시키며, 스펙트럼을 확장시키는 프리즘의 물리적 특성을 과학적 메타포 삼고, 이를 AI의 본질로 확장해 K intelligence가 정보를 학습하고 분석한 뒤 새로운 인사이트와 관점으로 확장해 나가는 과정을 시각적으로 표현했습니다.
프로젝트 기여도디자인 팀의 일원으로서, 브랜드의 비전과 핵심 메시지를 반영하는 콘셉트 정립에 참여하고, 이를 본질적으로 담아내는 로고 디자인으로 구현했습니다. 또한 브랜드가 지닌 신뢰성과 전문성이 드러나도록 타이포그래피 디렉션을 진행했으며, 프리즘 메타포를 생동감 있게 구현한 3D 모션 그래픽을 통해 K intelligence가 제공하는 다층적인 AI 경험을 감각적으로 전달했습니다.
Year2025
Working ScopeBrand Identity, Typeface, Motion
Team (Clay)Direction: Hyungjin Kim
Design: Kyunglim Kim, Jumyoung Lee, Geonuk Ryoo
3D & Motion: Jumyoung Lee
Type Design: Align Type