Type Branding
Samyang Refreshes Its Brand for Its 100th Anniversary
In 2024, Samyang Group marked its 100th anniversary by renewing its brand image and unveiling a new CI. This renewal, carried out with the brand philosophy of challenge, expertise, and responsibility as its motif, is the result of a collaboration between Samyang Group, the world-renowned designer Neville Brody, and his studio, Brody Associates. Along with this, a dedicated font, 「Samyang Neo」, was newly introduced.
「Samyang Neo」 is a proprietary font developed based on the core design elements of the new CI, embodying Samyang’s unique identity. Sandoll was responsible for developing the Hangul font 「Samyang Neo KR」. Taking part in a new chapter of a brand with such a long history as Samyang was both a responsible and an enjoyable experience. From here, we would like to share the behind-the-scenes story of the creation of 「Samyang Neo KR」.
Analyzing the DNA of the CI and the Latin
The most important core of this font development was to naturally translate the DNA of the Latin and CI of 「Samyang Neo」—completed by designer Neville Brody—into Hangul.
Hangul and Latin are writing systems with fundamentally different structures, proportions, and rhythms. The linear structure of Latin alphabets, the number of strokes within each letterform, and the rhythm created by ascenders and descenders differ essentially from Hangul’s square-based composition, which is formed through the combination of initial, medial, and final consonant elements. For this reason, rather than simply replicating forms, careful calibration was required to bridge the cultural and visual gap between the scripts and to integrate their characteristics in a natural way.
To achieve this, an initial analysis of the visual language of the Latin and the CI was essential. By examining how Samyang’s brand philosophy—‘challenge’, ‘expertise’, and ‘responsibility’—was visually realized, we found that the design expresses a challenging and energetic image through forms emphasizing diagonals and tension-filled curves, while conveying trust and professionalism through symmetrical letterforms and solid, geometric angled strokes. Through this analysis, we derived character-defining traits such as ‘① symmetry, ② emphasis on diagonals, ③ expression of angled strokes, and ④ tensioned curves’, along with structural characteristics including an overall extended width and relatively short ascenders and descenders.
Reinterpreting the DNA in Hangul
With these characteristics analyzed, it was time to reinterpret and apply them in a way that aligns with the nature of Hangul. Even the same characteristics can be interpreted through various design approaches. Among the four traits derived from the analysis, we focused on the diagonal form of the ‘ㅅ’ jamo, which naturally expresses symmetry, an emphasis on diagonals, and the expression of angled strokes, and from this were able to develop four broad character directions as outlined below.
In addition, the extended structure of the Latin could also be interpreted in multiple directions. While keeping a wide width as a common baseline, we explored three structural approaches: structure ①, in which the jamo are designed to fully occupy the square frame, creating a sense of solidity; structure ②, in which the jamo occupy the square frame less fully, producing a sense of rhythm; and structure ③, which sits between the two, featuring a module comparable to that of a typical body text font.
By combining these differentiated structural and character expressions, we were able to design a wide range of proposals. There were truly many options, but here we will present the two proposals that remained under consideration until the very end.
The first applies structure ② with character B. It was designed by emphasizing the symmetrical letterforms and straight diagonals of the Latin. Rhythm was introduced through the structure, adding a sense of interest to forms that might otherwise appear rigid.
The second proposal applies structure ① with character D. Unlike the completely straight-lined feel of the Latin, curves were added to the two diagonal strokes of the ‘ㅅ’, preserving a more natural Hangul form and conveying a softer impression. Designed with a fully filled structure, it delivers a stable and solid feel similar to the Latin. Although there was considerable deliberation between the two options until the end, the second proposal was ultimately selected, as the coexistence of a solid structure with a gentle image was judged to be more suitable for the brand image.
Balancing Latin and Hangul
While the Hangul development was well underway, an unexpected issue emerged. As we combined Latin and Hangul into sentence-level compositions to check their balance, it became noticeable that the spacing in Hangul appeared relatively wider (❶). Until then, comparisons at the level of short words had not revealed any significant disparity, but when viewed in longer lines of text, the difference became clearly apparent.
This issue stemmed from the process of physically matching the sizes of Hangul and Latin, both designed with extended proportions. In a multi-script environment, where altering the already finalized Latin was not an option, the situation called for a particularly careful approach.
After considering several directions, we first reviewed the possibility of resetting the shared spacing values between Latin and Hangul (❷). However, after discussions with the Samyang Group design team, we concluded that disrupting the already well-balanced ratio between the Latin and its spacing would not be appropriate. Ultimately, we chose to gradually widen the width of the Hangul jamo and visually adjust sizes that were physically similar, in order to achieve a more natural balance (❸). After several rounds of discussion, we arrived at suitable proportions and forms, and proceeded with the revisions as shown in ❸.
Through this process, we were able to further enhance the harmony between Latin and Hangul, and once again experienced firsthand how crucial size and balance are within multi-script design, where visual and cultural characteristics differ—gaining valuable know-how along the way.
Celebrating Samyang’s 100th Anniversary
Through multiple rounds of adjustment and careful consideration, 「Samyang Neo KR」 was brought to completion. 「Samyang Neo」 is a dedicated font with a clear character and direction, faithfully expressing Samyang’s brand values—challenge, expertise, and responsibility—through the texture of the font itself. Samyang’s new CI and 「Samyang Neo」 can be explored in detail via this link, and those interested in Samyang’s brand story may find it worthwhile to visit and take a closer look.
Taking part in such a special moment as Samyang’s 100th anniversary, and being able to work in step with outstanding designers, was in itself a remarkable and meaningful experience. In particular, it was a valuable project that allowed us to gain insights and know-how on the considerations required when designing for a multi-script environment. We believe that experiences like these will come together to form a solid foundation for Sandoll’s ongoing work of conveying brand stories through design, and with that belief, we conclude this article.
Type Branding
Samyang Refreshes Its Brand for Its 100th Anniversary
In 2024, Samyang Group marked its 100th anniversary by renewing its brand image and unveiling a new CI. This renewal, carried out with the brand philosophy of challenge, expertise, and responsibility as its motif, is the result of a collaboration between Samyang Group, the world-renowned designer Neville Brody, and his studio, Brody Associates. Along with this, a dedicated font, 「Samyang Neo」, was newly introduced.
「Samyang Neo」 is a proprietary font developed based on the core design elements of the new CI, embodying Samyang’s unique identity. Sandoll was responsible for developing the Hangul font 「Samyang Neo KR」. Taking part in a new chapter of a brand with such a long history as Samyang was both a responsible and an enjoyable experience. From here, we would like to share the behind-the-scenes story of the creation of 「Samyang Neo KR」.
Analyzing the DNA of the CI and the Latin
The most important core of this font development was to naturally translate the DNA of the Latin and CI of 「Samyang Neo」—completed by designer Neville Brody—into Hangul.
Hangul and Latin are writing systems with fundamentally different structures, proportions, and rhythms. The linear structure of Latin alphabets, the number of strokes within each letterform, and the rhythm created by ascenders and descenders differ essentially from Hangul’s square-based composition, which is formed through the combination of initial, medial, and final consonant elements. For this reason, rather than simply replicating forms, careful calibration was required to bridge the cultural and visual gap between the scripts and to integrate their characteristics in a natural way.
To achieve this, an initial analysis of the visual language of the Latin and the CI was essential. By examining how Samyang’s brand philosophy—‘challenge’, ‘expertise’, and ‘responsibility’—was visually realized, we found that the design expresses a challenging and energetic image through forms emphasizing diagonals and tension-filled curves, while conveying trust and professionalism through symmetrical letterforms and solid, geometric angled strokes. Through this analysis, we derived character-defining traits such as ‘① symmetry, ② emphasis on diagonals, ③ expression of angled strokes, and ④ tensioned curves’, along with structural characteristics including an overall extended width and relatively short ascenders and descenders.
Reinterpreting the DNA in Hangul
With these characteristics analyzed, it was time to reinterpret and apply them in a way that aligns with the nature of Hangul. Even the same characteristics can be interpreted through various design approaches. Among the four traits derived from the analysis, we focused on the diagonal form of the ‘ㅅ’ jamo, which naturally expresses symmetry, an emphasis on diagonals, and the expression of angled strokes, and from this were able to develop four broad character directions as outlined below.
In addition, the extended structure of the Latin could also be interpreted in multiple directions. While keeping a wide width as a common baseline, we explored three structural approaches: structure ①, in which the jamo are designed to fully occupy the square frame, creating a sense of solidity; structure ②, in which the jamo occupy the square frame less fully, producing a sense of rhythm; and structure ③, which sits between the two, featuring a module comparable to that of a typical body text font.
By combining these differentiated structural and character expressions, we were able to design a wide range of proposals. There were truly many options, but here we will present the two proposals that remained under consideration until the very end.
The first applies structure ② with character B. It was designed by emphasizing the symmetrical letterforms and straight diagonals of the Latin. Rhythm was introduced through the structure, adding a sense of interest to forms that might otherwise appear rigid.
The second proposal applies structure ① with character D. Unlike the completely straight-lined feel of the Latin, curves were added to the two diagonal strokes of the ‘ㅅ’, preserving a more natural Hangul form and conveying a softer impression. Designed with a fully filled structure, it delivers a stable and solid feel similar to the Latin. Although there was considerable deliberation between the two options until the end, the second proposal was ultimately selected, as the coexistence of a solid structure with a gentle image was judged to be more suitable for the brand image.
Balancing Latin and Hangul
While the Hangul development was well underway, an unexpected issue emerged. As we combined Latin and Hangul into sentence-level compositions to check their balance, it became noticeable that the spacing in Hangul appeared relatively wider (❶). Until then, comparisons at the level of short words had not revealed any significant disparity, but when viewed in longer lines of text, the difference became clearly apparent.
This issue stemmed from the process of physically matching the sizes of Hangul and Latin, both designed with extended proportions. In a multi-script environment, where altering the already finalized Latin was not an option, the situation called for a particularly careful approach.
After considering several directions, we first reviewed the possibility of resetting the shared spacing values between Latin and Hangul (❷). However, after discussions with the Samyang Group design team, we concluded that disrupting the already well-balanced ratio between the Latin and its spacing would not be appropriate. Ultimately, we chose to gradually widen the width of the Hangul jamo and visually adjust sizes that were physically similar, in order to achieve a more natural balance (❸). After several rounds of discussion, we arrived at suitable proportions and forms, and proceeded with the revisions as shown in ❸.
Through this process, we were able to further enhance the harmony between Latin and Hangul, and once again experienced firsthand how crucial size and balance are within multi-script design, where visual and cultural characteristics differ—gaining valuable know-how along the way.
Celebrating Samyang’s 100th Anniversary
Through multiple rounds of adjustment and careful consideration, 「Samyang Neo KR」 was brought to completion. 「Samyang Neo」 is a dedicated font with a clear character and direction, faithfully expressing Samyang’s brand values—challenge, expertise, and responsibility—through the texture of the font itself. Samyang’s new CI and 「Samyang Neo」 can be explored in detail via this link, and those interested in Samyang’s brand story may find it worthwhile to visit and take a closer look.
Taking part in such a special moment as Samyang’s 100th anniversary, and being able to work in step with outstanding designers, was in itself a remarkable and meaningful experience. In particular, it was a valuable project that allowed us to gain insights and know-how on the considerations required when designing for a multi-script environment. We believe that experiences like these will come together to form a solid foundation for Sandoll’s ongoing work of conveying brand stories through design, and with that belief, we conclude this article.