ZEM BRAND IDENTITY

SK telecom, the largest mobile carrier in South Korea, launched a mobile offering brand ‘ZEM’ to initiate a new mobile culture for ‘Digital Native.’ Targeting primarily elementary school students, ‘ZEM’ is designed to protect children from harmful mobile exposures by offering a parental control functions, such as tracking whereabouts, controlling contents and SOS alerts. At the same time, ‘ZEM’ wanted to become an intimate and joyful brand to target group without feeling repulsions.

‘ZEM’ protects children from harmful contents and excessive mobile usage by offering parental control functions. These features will make parents feel relieved, but at the same time, children might feel as always under control of everything and everywhere. To solve the problem, we developed attractive brand name, logo, fonts and flexible design system and designed exclusive mobile device and various contents in order to enhance the brand experience.

You can do everything you want’ The basic form of the logo is derived from ‘SLIME’ metaphor, which is one of the most popular toys for target group. Slime is a toy, which can be transformed into various shapes and forms by adding various toppings. As children can express their emotions and feelings by playing with slime the logo mark is a snapshot from the movement visualizing slime’s dynamic change and alphabet toppings.

Children still feel repulsion of parental control functions. Therefore, we developed slime font and flexible design system, which children can use as a message sticker and emoticons to their parents, communicating with them. By using slime font, children can express their emotions and feelings. Each character in slime font has a short and flexible shape, being used as a topping in a slime. Children can express everything they want by using slime fonts. Various messages can be made from slime fonts and

flexible design system, symbolizing the brand’s efforts to bring excitement to children.

The design assets of ‘ZEM’ applied flexibly into mobile GUI design. We used a bright and cheerful yellow as a main color of the brand, and clearly defined sub brand color system. Furthermore, we used dynamic motion graphics in order to express slime’s property of matter, so that children can experience the brand concept synthetically.

ZEM's identity can be turned into various ways, including logos, sub-brand logos, message stickers, patterns, icons, and more. We have applied these 'flexible design system' in merchandises. The slime seems to emulate the merchandises wittily.

We hope children enjoy and love our brand.