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JTBC, JTBC2, JTBC3
and JTBC Golf

Brand identity and on/off-air package

JTBC is a broadcasting station founded in 2011, and currently one of the most popular broadcasting networks in Korea. We were commissioned to design their brand identity in 2012, with their existing logo (design: Total Impact) created in 2011. Based on the formal anatomy of the logo, we designated each of the various areas of broadcasting: drama, news, current affairs, and entertainment, with certain shapes and colors. In 2012, designs for Korean broadcasting stations were mainly in 3D forms and had separate animation effects. Our approach, however, was based on the systematic composition of the flat 2D design. This attracted many people's attention which led this project to win design awards.
After completing all the basic brand identity design for online/offline usage in 2012, we were asked to upgrade their broadcasting package in 2013. We named the work we did in 2012 a SET-UP and the work in 2013 as TUNE-UP. On top of the existing broadcasting categories: Drama, News, Culture & Education, and Entertainment, ‘Sports’ was added. We built a grid, and applied the existing shape modules to it, in order to make design expansion and deployment easier and more logical for the future. In addition, we broke down the categories’ color palette in more detail, to reflect the atmosphere of each of their content further.














Our broadcasting package work was designed to easily and logically display categories, forms, and information hierarchy in a single screen. It is evident that over the years, our design has become a branding standard amongst many other broadcasting stations.
After this work, we designed the other channels in the JTBC family as well, including JTBC2 (artistic-oriented channel), JTBC3 (sports channel bought Fox Sports), and JTBC Golf.



JTBC2









JTBC3









JTBC Golf





On/off-air package for
JTBC, JTBC2, JTBC3 Fox Sports
and JTBC Golf










JTBC
- Creative direction: Heesun Kim
- Art direction: Jaemin Lee
- Graphic design: Hwayoung Lee
- Editorial design: Hwayoung Lee and Eunji Lim
- Motion design: Hwayoung Lee, Delpic and dot lab (Jaedo Kwak)
- Animation: Delpic and dot lab
- Year: 2013—2014
JTBC 2
- Creative direction: Heesun Kim
- Art direction: Jaemin Lee
- Graphic design: Hyehyun Yi, Gunjung Lee
- Motion design: Hyehyun Yi, Gunjung Lee and dot lab (Jaedo Kwak)
- Animation: dot lab (Jaedo Kwak)
- Year: 2014


JTBC 3
- Creative direction: Heesun Kim
- Art direction: Jaemin Lee
- Graphic design: Hyehyun Yi, Gunjung Lee
- Motion design: Hyehyun Yi, Gunjung Lee and dot lab (Jaedo Kwak)
- Animation: dot lab (Jaedo Kwak)
- Year: March 2014
JTBC Golf
- Creative direction: Heesun Kim
- Art direction: Jaemin Lee
- Graphic design: Hwayoung Lee
- Motion design: Hwayoung Lee and dot lab (Jaedo Kwak)
- Animation: dot lab (Jaedo Kwak)
- Year: 2014




Client
- Direction: Namgoong U
- Project managing: Hyejin Kim
- Design applications: JTBC Design Center (Jiyeon Kim, Jina Ryu, Misa Kim)
- Sound design: Custom 274
- Brand song: Yuna Kim (Jaurim)
- Type design: Yoon Design(Korean), Total Impact(English)
- Logo design: Total Impact

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