Brand Design

Teum: Between the Ordinary and the Extraordinary

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The telecommunication company LG U+ has opened a new cultural complex called “Teum”. This Korean word connotes a kind of gap or break. True to its name, the cultural centre presents an unusual space, providing activities for different target groups. The brand mark resembles the shape of characters from the Korean writing system, which are composed of horizontal and vertical strokes. The space created between the strokes visually symbolises the brand’s theme: between the ordinary and the extraordinary. Inspired by the architecture of the centre, the symbol embodies the shape of the six-storey building and indicates different activities.

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