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A bold indie-game identity built from three Hangul letters

A self-initiated brand identity for Gamdadui Studio, a team in the indie game scene, built around its Korean initials ㄱㄷㄷ.

  • Brand identity
  • Logo design
  • Brand strategy
  • Games
Client
Duration
2 months, 2024
Led by
Sowol
Category
Brand identity, self-initiated
The Gamdadui Studio logo: the Korean initials ㄱㄷㄷ as bold blue blocks above the name, on natural wool.

At a glance

What we did

  • Brand strategy
  • Logo & symbol
  • Layout & size guide
  • Colour system
  • Pattern & design elements
  • Posters, merch & magazine

The challenge

Gamdadui Studio brings the indie game scene, hipster individuality and bold creativity together under one principle: fun.

Its identity had to stand out in a crowded, independent scene, and stay unique, original and refined in everything it touches.

How we helped

  1. 01

    Boiled the strategy down to one word

    Boldness, fun, indie spirit, hipster style and uniqueness added up to one keyword: audacious. A fearless approach to creativity that pushes boundaries and invites the studio’s community to take risks.

  2. 02

    Built the logo from the name itself

    The mark uses the Korean initials ㄱㄷㄷ in bold, angular forms with strong negative space: confident and forward-looking, with room left open for creativity. A layout guide, spacing rules and a 32px minimum size keep it strong at any scale.

  3. 03

    Made a system to play with

    Night Blue, Pan Purple, Night Black, Light Grey and Natural Wool; Reedo for titles with Noto Sans for content; and a pattern of tilted logo shapes that runs from posters and banners to T-shirts, stickers and a studio magazine.

The Gamdadui Studio branding guide cover: tilted ㄱㄷㄷ shapes in night blue and natural wool.
Brand strategy diagram: boldness, fun, indie, hipster and unique add up to “Audacious”.
The Gamdadui colour system: Night Blue #26338E, Pan Purple #6B79D6, Night Black #131313, Light Grey #F3F3F3 and Natural Wool #FFF8D4.
Pattern guide and design elements built from the tilted logo shapes.
Gamdadui Studio posters in night blue and natural wool, built from the logo pattern.
Applications: a framed poster, street banners, a T-shirt with the pattern and round stickers.
Gamdadui Magazine 001: a black and white cover next to an illustrated back cover.

The outcome

An audacious identity with a clear guide behind it: unique, original and refined, and ready to grow with the studio and its community.

Insights

  • One word to steer every choice.

    Five qualities boiled down to “audacious”, and every design decision answers to it.

  • Build the mark from the name.

    The Korean initials ㄱㄷㄷ became the logo, so it could only belong to this studio.

  • Give people something to play with.

    A pattern of tilted logo shapes lets the identity flex from posters to stickers.