3 Weeks
Branding designer
Solo
Figma
Project Overview
Daewoo was once a well-known Korean brand, but its visual identity felt outdated and disconnected from the future-focused technology market.
This project reimagines Daewoo as a modern innovation brand that connects mobility, AI, robotics, and smart technology under one clear visual system.
What was the
Problem?
Daewoo’s existing brand image felt traditional, industrial, and less relevant to younger audiences. The challenge was to create a new identity that could make Daewoo feel more innovative, premium, and future-ready while still keeping a sense of trust and recognition.
How I Went About Solving the Ask
I started by researching Daewoo’s existing brand perception, product history, and visual language. Then, I created a new positioning direction focused on future technology, mobility, AI, and smart living.
The goal was to keep the brand recognizable while giving it a more modern, confident, and premium appearance.
The process of Research & Brand Positioning
I analyzed Daewoo’s previous identity, product range, and competitors in technology, mobility, robotics, and AI.
Through the positioning matrix, I identified that Daewoo had an opportunity to move from a traditional mass-market image toward a more innovative and future-oriented brand space.
Typography & Visual System
I redesigned the logo mark using a simplified triangular structure to represent movement, progress, and future direction.
The new symbol was designed to feel sharper, more adaptable, and suitable for digital, product, and campaign applications.
How I redesign the logo
I redesigned the logo mark using a simplified triangular structure to represent movement, progress, and future direction.
The new symbol was designed to feel sharper, more adaptable, and suitable for digital, product, and campaign applications.
How does the logo look with collaboration
Brand Applications
I applied the new identity across billboards, bus station posters, product visuals, app icons, social media, website layouts, and event screens.
This helped test whether the brand system could work consistently across both physical and digital touchpoints.
DC
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DonggeunChung.Linkedin
donggeun.chung0617@gmail.com