Haesi

Work Scope

Identity

Sector
Manufacturing

Client
Haesi

Design
Jumyoung Lee

Founded in 2021, Haesi is a contemporary Home-lifestyle brand in Korea. The Brand name is from the Korean folk language, ‘Haesi’ (the time between 9 to 11 PM). It contains a wish for customers end the day and prepare the future one step ahead through the products of Haesi.
Working closely with Haesi's team for a couple of months, I designed the custom wordmark and their overall identity system.

2021년 설립된 해시는 한국의 홈 라이프 스타일 브랜드입니다. 한국 민속 언어 ‘해시'(오후 9시-11사이의 시간)에서 유래한 브랜드명은 고객들이 해시의 제품을 통해 하루를 마무리하고 다가오는 미래를 한 발자국 앞서 준비하자는 의도가 담겨있습니다.
두 달여간 해시의 팀과 긴밀하게 작업하며, 커스텀 워드마크를 비롯, 전반적 아이덴티티 시스템을 맡았습니다.

Inspired by Korean Traditional Aesthics

The early directions of the project was inspired by Korean traditional Cloths, architecture, and lifestyles.

프로젝트의 초기 방향성은 한국 전통의 의복, 건축물과 라이프스타일에서 영감을 받았습니다.

A hanok (Korean: 한옥, 韓屋) is a traditional Korean house. Hanok were first designed and built in the 14th century during the Joseon dynasty.

People reencting Korean traditional funeral. (Photographed by Rev. Kwak Wan-geun)

Joseon white porcelain, (Photographed by National Museum of Korea)

Yongbieocheonga written in early Korean.

Implanting Korean Lettering system into Latin Letterforms.

Hangeul(Korean) has a very unique letterting system that combines consonants and vowels to pronounce each syllable. Hangeul is the only language in the world that has a such system.
To implement that system, I decomposed Latin equivalents from the horizonal baseline and reassembled as Hangeul. During this process, 'S' and 'i' were carefully handcrafted into a ligature to indiciate it is a single syllable.

한글은 자음과 모음이 결합되어 하나의 음절로 발음되는 독창적인 자소 시스템을 가지고 있습니다. 이는 전세계에서 한글이 유일합니다.
이런 한글의 시스템을 영문에 도입하기 위해, 라틴 활자들을 분해하고 재조립하는 과정을 거쳤습니다. 이 과정에서 ‘S’와 ‘i’는 하나의 음절임을 강조하기 위해 합자로 섬세하게 디자인되었습니다.

Latin letterforms positioned to match Korean

Logo System

Logotype gets easily affected by various factors: the size of the final product, the medium to be printed, the post-processing and etc. Haesi's logo system was designed to maintain visual consistency in such environments.

로고타입은 최종 산출물의 크기, 인쇄 매체, 후가공 등, 다양한 요소에 의해 쉽게 영향을 받습니다. 해시의 로고 시스템은 이런 환경들에서도 시각적 일관성을 가질 수 있도록 디자인되었습니다.

Standard Shortened: For use below H: 50px and where vertical space is restricted to depict full mark.

Knockout: For use at H: 50px and above on dark background.

Knockout Small: For use below H: 50px. and above on dark background.

Knockout Shortened: For use below H: 50px and where vertical space is restricted to depict full mark on dark background.

Standard vs. Knockout

In a dark background, bright objects create optical illusions that look larger than they really are. The Knockout version is a thinly modified and expanded version of the stroke to prevent this illusion.

어두운 배경에서 밝은 물체는 실제보다 커보이는 착시 현상을 일으킵니다. Knockout 버전은 이러한 착시를 방지하기 위해 획의 디테일을 얇게 수정하고, 자간을 넓힌 버전입니다.

Which circle looks bigger? Bright image on dark background looks bigger because our brain react to light differently depends on contrast.

Standard vs. Standard Small

Standard Small is a simplified version that reduces the contrast of text strokes and is designed to make logotype visible in poor print environments or even on small displays.

Standard Small은 글자의 획 대비를 줄이고, 디테일이 단순화된 버전으로, 인쇄환경이 좋지 못한 상황이나 소형 디스플레이에서도 로고타입이 선명하게 보일 수 있도록 디자인되었습니다.

Standard(left) vs Standard Small(right) Printed on paper at small scale

Typeface

Sharp Type's Centra Series is aethetic approach to the Bauhaus model. Instead of following strict geometric forms, Centra acts as a contemporary typographic expression with modernist characteristics. Headlines using Centra in All Caps give the Haesi's identity a modern, practical and clean impression.

Pretendard by Cactus is a neo-Grotesque typeface based on Inter and Noto Sans. With friendly but serious impression and high legibility, Pretendard helps Haesi to convey the messages across the digital screens and print media in body texts.