Works, Vault, Fonts, Info

Brand Identity for the next Korean AI

Project Overview

K intelligence is KT’s Korean AI brand, designed to be optimized for the language, culture, and social context of Korea. Its goal is to create an environment where users can freely select and apply AI tailored to their needs, enabling it to blend seamlessly into everyday life while delivering better experiences and greater efficiency.

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.

Client

KT Corp

Year

2024

Working Scope

Brand Identity, Typeface, Motion

Team

Hyungjin Kim, Kyunglim Kim, Jumyoung Lee, Geonuk Ryoo