Entertainment companies tend to announce themselves. This one wanted the opposite kind of presence.
The full name is eple management (이플), a Korean company whose value sits in sincere management: a soft and serene way of working rather than a loud one. The identity had to carry that without tipping into something naive or weightless.
Reveal your pure soul
The slogan states the brand's core value plainly. It is what eple asks of the people it represents, and what it practices in return, management carried out with a pure heart and genuine sincerity.
A word that reads from either end
Every letterform is built from soft curves, with no hard terminal anywhere in the word. The second half mirrors the first, so eple resolves the same whichever end you enter from. The symmetry is the argument: the company is meant to be the same in front of the camera and behind it.
Two leaves sit inside the logotype, one as the accent on the first e, one dropping off the final letterform. Read quickly, they scan as staccato notes, the clear and unforced sound of something growing on its own.
The palette stays inside one family and moves only in value. Muted Green carries the brand, Pale Green opens the space around it, Near Black holds the type once the background goes dark. Nothing in the system competes for attention, which is the point.
In print the mark runs large and alone on the front. The contact side gives the space back: thin rules, generous leading, the logotype small in the corner.
The artist stays deliberately out of focus in the platform mockups. You register the mood before you register the person, which is the order this brand wanted.
- Identity
- logotype, symbol
- Color
- four-value green system, Pantone matched
- Application
- business card, platform billboard, key visual