The Client
Minglo transcends the traditional bookstore, embodying a composite cultural trend. As a premium lifestyle brand, it offers genuine relaxation and rejuvenation through a diverse range of content, not just books. Minglo is a space where people and cultures harmoniously coexist, seamlessly infusing sophisticated sensibilities and vibrant inspirations into customers’ daily lives. Moreover, it serves as an inclusive platform that anyone can access, becoming a hub for experiencing unprecedented, high-dimensional culture.

The Objective
As a brand pioneering the relatively unfamiliar concept of a ‘bookstore-based composite cultural space’ domestically, there was a need for a unique and comprehensive identity capable of encompassing various contents. From naming to verbal and visual identities, the focus was to consistently convey the brand message of a ‘colorful space where people, culture, and place converge’.

The Solution
The brand name was crafted as “Minglo,” a compound word symbolizing a space where people and culture meet. This emphasizes the brand identity as a ‘new high-dimensional cultural space open and intriguing to everyone’. The name, with its soft pronunciation and concise three-syllable structure, was designed for easy customer recall. The visual identity began with a minimalist and contemporary graphic mood, evolving into a design concept of ‘an infinite fusion space where people and culture meet’. The logo, named ‘Flexible O,’ represents a negative space where a square symbolizing space intersects with a circle representing people and culture, conveying the message of endless values converging within the space. The color and graphic motifs were designed for an efficient brand system capable of encompassing all types of content. A colorful system symbolizing each content, along with the ‘O’ in the logo, was utilized as a graphic motif to create a flexible application system. Typography was composed of a concise sans-serif font that harmonizes with the logo type. Phrases were developed to succinctly convey the brand message, actively used across various applications. Through total branding from verbal to visual identity, a consistent brand message was delivered, establishing an intuitive and sustainable connection system between customers and the brand.