We caught up with Erica Choi, graphic designer and founder of studio EYC, about her recent re-brand project for PRAUD. Progressive Research on Architecture, Urbanism and Design (PRAUD) is an inspirational and respected urbanist architectural practice based in Seoung-Su; a low-rise neighbourhood where many entrepreneurs and artists live in Seoul, Korea. Erica’s main objective for the re-branding project was to introduce a simple and fresh visual identity system with a hint of ‘soft intelligence’.
Where did your inspiration for the project come from and what research did you initially undertake?
I was inspired by the client approach to their architectural practice – they are pioneers in harmonising the relationship between architectural form and the urban system – which not many architects in South Korea currently take. Initially, I researched typeface options that suited the brand persona and values and then started adding some characters into shortlisted logotypes.
Could you tell us a bit about how you approached the brief set by the client and the project process you went through?
The brief was updating the PRAUD logo that needed a more systematic approach and given a ‘persona’. The client was keen on keeping the existing ‘A’ in the logo, however, the finished logo needed to marry well with the other components. A square format or simplified logo as a secondary logo format could be useful for digital communication.
Were there any challenges and how did you overcome them?
Stencil bespoke type design was a challenge for light and dark backgrounds. I wanted the logo to have well-balanced gaps between thin and thick lines so, optimisation was a tough task to develop for both the two versions.
What was your favourite part of the project?
I enjoyed every single moment and had fun with creating a bespoke logo type, coming up with variant logo options within the grid was also a key moment for me. It was just right. You know it!
Freelance Designer:
Erica Choi EYC Ltd (Erica Yunwook Choi) @erica_choi_uk
Client project:
PRAUD: Progressive Research on Architecture, Urbanism and Design PRAUD
Services:
- Brand Identity
- Print Design
Typeface in use:
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Article by Mary Hemingway
Founder : DesignbyWomen.