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2020 Corporate Identity Renewal

Integrated Branding

Red Dog Culture House 2020 Corporate Identity Renewal

Integrated Branding

Project Background

Red Dog Culture House is a South Korean 2D animation studio. Having done animations for the Netflix animated series ‘Love, Death & Robots’, they are growing into a creative studio oriented towards providing not only animation services, but comics, content publishing, and other services as well. In order to differentiate themselves as a leading subculture company with new core values beyond the Red Dog Culture House known by fans at home and abroad, they proceeded with an integrated rebranding project.

The Challenge
Red Dog Culture House's original logo of the letters R, C, and H was difficult to identify as the intended shape of a dog. Furthermore, with a lack of a brand guideline, the brand logo was carelessly applied, and so a complete overhaul of the brand identity along with the development of a new logo that could consistently display the character and personality that only Red Dog Culture House could bring was deemed necessary.

Our Solution

The words 'Red dog', 'Culture', 'House' were the keywords which we utilized to develop the brand concept and image. Red Dog is an effective symbol to represent the brand as an intuitive and strong motif. For Culture (subculture)' which represents the brand concept and core values, we played with an unconstrained expression of character, not a formulaic shape, to express the image of subculture. House represents the collection of stories that gather all these remarkable artists together, and is the place where each artist can bring their own ideas and drawings to life.

The new logo of a curious and odd dog character was developed as a symbol that emphasized a sense of familiarity and personality. Then, with the omission of details to the character, the artist had full customization perks. The Red Dog symbol harmoniously fits a typical typeface image of an unrestrained animation studio with character and potential. This yields to the studio artist's individualistic ideas and drawings, creating their own 'red dog' on business cards, badges, and other company items. This enhanced Red Dog Culture House into a brand identity that increases a sense of belonging and pride for the artists of the studio.

In collaboration with Eidetic Global Alliance, Studio-H.I.M.

- Brand Diagnostics & Creative Strategy
- Brand Identity & Application Development
- Digital Refresh
- Signature Moments