▼ Continued from the 'Value Platform' section. ▼
Hello, this is Realworld. Realworld has returned with a new brand image. How does it look? It might feel a bit unfamiliar at first. Brand renewal is a task that requires a lot of consideration and a long journey. But why did Realworld decide to renew its brand just 3 years after creating the original logo? We'd like to share that process with you step by step.
We've structured Realworld's brand renewal story in an interview format, and this article was created with the participation of designer Kim Hee-su from the Design Solution Team, who led Realworld's brand renewal project.
Q. Please explain the logo design process.
A. Once the brand's value platform was established, we needed a logo design that could express it well, right? The designers created initial drafts with a sense of mission to improve the problems with the existing logo (too many colors, overly rounded, and misaligned elements).
As two designers worked together for days and nights, we sometimes found ourselves in situations where our perspective became narrow. To solve the problem of being unable to break away from similar designs, we shortened the internal feedback cycle within the Design Solution Team. We tried various designs while boldly discarding what didn't work, shortening our work time.
We selected a few well-received designs from numerous logo drafts, organized them nicely, created mockups, and shared them with team members. We went through this process of revision, development, and sharing about 5 times before finalizing the logo design.
Q. What color represents Realworld?
A. Looking at the image above, don't you notice one particular color stands out? That's purple. If you look at Realworld's existing branding, we used a lot of purple. So we wondered whether we should keep this purple or find a new color. This was also included in the survey we conducted early on. Most members preferred purple! But just because members prefer it doesn't mean we have sufficient reason to use purple, right?
So we created mood boards to find the unique feeling that only purple has. We thought purple fits well with Realworld because it evokes feelings of mystery, dreaminess, novelty, and boldness. Doesn't it go perfectly with Realworld's slogan 'Play in a New World!'?
Before finalizing the main color, there was something else we had to do. We needed to analyze competitors. Since Realworld doesn't really have direct competitors, we looked into app services that use purple. We found that purple is used across surprisingly diverse fields. This made us even more confident about purple, thinking 'Let's not worry about others and appeal as Realworld by giving it our own unique meaning!'
Through countless considerations and discussions, Realworld's unique color was decided. Realworld primarily uses Real Purple, which has a vibrant personality and mysterious feel. The sub-color Real Yellow was chosen as a complementary color to make the main color stand out even more. (But we try to use the sub-color minimally.)
Q. Now please reveal Realworld's new logo.
A. Ta-da! This is Realworld's new face.
It's a design that expresses the empty space inside the R as an exclamation mark when flipped. With Realworld, you can escape the world we live in and have new experiences in a different dimension. Can you feel Realworld's bold ambition?
Now, let's Realworld!
Q. Please share your future aspirations.
A. So many things have been decided, but we're not done yet! We need to set even the detailed tone of voice to deliver our brand identity clearly to customers. Please look forward to Realworld's unique appearance in the updated app, web, and offline spaces!
Were you surprised by this renewal that came sooner than expected? But from another perspective, doesn't it mean that Realworld has grown that rapidly?
From Realworld's logo design to vision, mission, and core values. We've completed the long journey of brand renewal to become a bigger Realworld. Please look forward to Realworld shining in various fields with its new look!