Embedding Brand Stories in Fonts: Brand New Hyosung Font
Brand Journalism
Mar 29, 2024
Recently, companies have placed increased focus on fonts to establish their brand identity. According to the results of the study "Analysis of the Utilization of Domestic Exclusive Fonts and the Correlation Study of Consumer Brand Awareness,” there is a proven correlation between the frequency of exposure to brand-specific fonts and higher utility and consumers' positive perception of the brand. Businesses can effortlessly establish a distinctive brand identity that sets them apart from the competition by forging an immediate connection between a company and its unique font.
Known as typo branding, this process enables a company to unify its voice and convey its values effectively. Hyosung Group also aims to convey its distinctive voice, embodying the four core values of Hyosung Way – Global Excellence, Innovation, Accountability, and Integrity - which represent the direction toward a new future for the group. Hyosung Group intends to unveil its own brand font encapsulating these values. Hyosung Group aims to capture the essence of the new Hyosung in its own exclusive font, intended for its employees, the public, and customers. This font, called "Brand New Hyosung," represents a youthful and evolving image while retaining the Gothic framework and it possesses a comfortable sense of balance, making it readable in various contexts and enabling effective communication of sentences. With the "Brand New Hyosung" font, Hyosung promises to embrace tomorrow first and a future filled with possibilities.
Typobranding at Hyosung Group
Companies develop their own fonts, so-called typography branding because fonts can represent the brand and company's image just like a logo. By unifying the font used in all marketing materials, companies can ensure that the message they want to convey is consistently delivered. Unlike simple text, visible fonts can be perceived as a design element, so using a font that fits the brand can have the same effect as showing a logo. The effect can be maximized if the company also writes the message they want to convey in the same font.
Hyosung Group plans to start typographic branding by developing a new brand font exclusively for Hyosung Group. We aim to unify the corporate image of Hyosung Group through the Brand New Hyosung font and establish a unique image for Hyosung Group. Through the Brand New Hyosung font, which embodies the sincerity of the four core values of Hyosung Way - Global Excellence, Innovation, Accountability, and Integrity for the future - we plan to consistently convey the image of Hyosung. Hyosung Group has high expectations for using an exclusive font to convey the message and image that Hyosung wants to convey consistently through the brand-new Hyosung font.
Hyosung Group's Exclusive Font- ‘Brand New Hyosung’
Hyosung Group is a company that has recorded a history of over half a century, growing alongside the development of the Korean industry since its establishment. As we enter an era of rapid technological advancements marked by energy transition, climate crisis, and unprecedented changes, Hyosung Group is actively adapting to these accelerating changes, striving to lead innovation and embrace a youthful and dynamic transformation. The company is currently undertaking a brand revisioning project. As part of the brand revisioning project aimed at creating a distinctive and consistent branding in line with the new changes in Hyosung Group, the company has developed its exclusive font, 'Brand New Hyosung.' Developed as a single font to ensure consistent brand image communication, the Brand New Hyosung font embodies a youthful and evolving design while maintaining the Gothic framework. It possesses a balanced readability and is optimized for conveying information in various environments. To enhance versatility, the font is available in three different weights. Furthermore, the Brand New Hyosung font maintains a solid and stable framework, representing a firm determination towards Hyosung's technological prowess, with skin as a distinguishing feature added to the Gothic structure. The diagonal cut in the vertical strokes of the skin section retains a design element that embodies the image of innovative transformation.
Hyosung Group is preparing for a new beginning through brand revisioning as an innovative and dynamically evolving Hyosung Group. Through this brand revisioning, Hyosung aims to convey its distinct brand identity, encapsulating the special essence of Hyosung, and hopes that this will be communicated to everyone who encounters Hyosung through the exclusive font, Brand New Hyosung. Hyosung Group aspires for the absolute values and direction it pursues to be conveyed to all individuals who come into contact with Hyosung. We promise to create a new brand for Hyosung Group that is innovative, youthful, and fresh, just like the distinctive and consistent Brand New Hyosung font. While embracing a spirit of innovation and youthfulness, we remain unwavering in our commitment to our technological DNA.
<Notice>
- Anyone, including schools, individuals, public institutions, etc., can download and use the exclusive font of Hyosung Group, Brand New Hyosung, for free. It can be used commercially without restrictions on media and usage, such as video, print, web, mobile, etc.
- All copyright and ownership rights related to the Brand New Hyosung font, which is the exclusive font of Hyosung Group, belong to Hyosung Group. Any modification or reverse engineering of the source code, in whole or in part, without prior written approval from Hyosung Group is strictly prohibited. Unauthorized distribution or resale through arbitrary modification or renaming is also prohibited.
- Anyone can freely use Hyosung's exclusive font, Brand New Hyosung, as long as they comply with the restriction that it cannot be used for creating materials with negative images, such as pornography or socially unacceptable content.