YG Entertainment by Plus X

YG Enter­tain­ment by Plus X” />
YG Enter­tain­ment by Plus X” />
YG Enter­tain­ment by Plus X” />
YG Enter­tain­ment by Plus X” />
YG Enter­tain­ment by Plus X” />
YG Enter­tain­ment by Plus X” />
YG Enter­tain­ment by Plus X” />
YG Enter­tain­ment by Plus X” /> 

CLIENT

The lead­ing enter­tain­ment com­pa­ny in Korea that began as a small music agency estab­lished to pop­u­lar­ize hip hop music in 1996, but has become a com­plete enter­tain­ment com­pa­ny spread­ing Kore­an music and con­tents globally.

BRIEF

A brand is not com­plete with only its logo, sym­bol, or graph­ic motive. The val­ue of the brand can be ful­ly deliv­ered to clients only if it has a clear design strat­e­gy on how to be shown to diverse media and con­sumer’s touch-points. We not only designed brand iden­ti­ty ele­ments, but also estab­lished detailed cri­te­ria and method­ol­o­gy for a con­sis­tent brand experience. 

APPROACH

In close coop­er­a­tion with Plus X and YG enter­tain­ment, the brand guide book was com­posed of the “Brand sto­ry” that shares the brand spir­it, val­ues, mis­sion, and slo­gan. Addi­tion­al­ly, “Design sto­ry” con­tains design prin­ci­ples and guide­lines to help YG enter­tain­men­t’s staff under­stand their brand’s pur­sued direc­tion and image. After that, we made a renew­al kit, includ­ing brand guide book, busi­ness card, iden­ti­fi­ca­tion card, and office sup­plies for inter­nal brand­ing pur­pos­es. We deliv­ered it to all employ­ees of YG Enter­tain­ment, who will be the ones to build the brand.

The ultimate goal of the project was to establish guidelines. We tended to have weak branding at a company level compared to strong branding in artist and contents. Therefore we wanted to have solid YG guidelines with flexibility in artist and contents. Plus X perfectly provided us an answer and led us with expounding proposal. We wanted YG to successfully continue to keep its strong brand image and reflect more future-oriented newness in the logo at the same time, and Plus X surprised us in smart way. With respect, trust, and goodwill between YG and Plus X, we could achieve a confident and permanent result. — Lee Younho, Manager / Future Strategy Team of YG Entertainment