Korean fashion labelIdentity study
Two letters printed,
two cut out.
00The project
- Name
- SEON Korean Fashion
- Kind
- Studio identity study, no client on record
- Lockup
- 2023
- Presented
- 2026
SEON Korean Fashion is a 2023 identity study from the studio’s design files: a lockup for a Korean fashion name. No client, brief or launch is on record, so it is shown as a study. The whole idea sits inside the square — S and O printed black on white, E and N cut out of a black slab — with a hairline down the left edge and the full name set small and narrow beneath.
- Lockup (2023)
- Colour (2023)
- Tee and tote (2023, re-set 2026)
- Round sign (2023, redrawn 2026)
01The lockup
Half printed,
half cut out.
The square splits down the middle. On the left, S and O are plain black letters on white. On the right, a black slab fills the column and E and N are cut out of it, the N’s diagonal leaving a small black wedge at its foot. Read across, the word turns from positive to negative halfway through; a hairline on the left and the narrow, widely spaced SEON KOREAN FASHION beneath hold the block together.
02Colour
Black, white
and a blush.
The 2023 boards keep colour to almost nothing: the lockup in black or white, and one soft blush, #FDCBC8, for posts and posters. The only other colour in the files is the violet of a round sign lit at night. We kept exactly those four and added none.
- Blush#FDCBC8
- Black#1A1718
- White#FFFFFF
- Violet · sign#B571EE
03Tote and tee
A line on the bag,
a mark on the chest.
The 2023 boards put the lockup on a black tee and a black tote, and gave the tote a line: “Stay young, wild, and free.” We re-set both flat — a serif close to the original, the full stop that had fallen onto a line of its own brought back to the end of the sentence, the lockup small in the corner — and left the stock mockup photographs out.
Tee and tote · flat re-set of the 2023 boards