Logo & Branding; Where Identity Takes Shape
- gawonlee
- Sep 16
- 3 min read
1. A Mark of My Own
Project Introduction
Project Title: Personal Branding Logo
Timeline: Spring 2021
Project Type: Logo Design
Tools Used: Adobe Illustrator
Project Overview
The first version of this logo was created as a simple mark for my website. Later, I added the tagline “Go on,” inspired by how people often struggled with my Korean name, Gawon, which sounds almost the same. The words also carry a message of persistence and forward momentum, reflecting my personal brand identity.
2. Community Branding
Project Introduction
Project Title: DAI Alumni Network Branding
Timeline: Fall 2022
Project Type: Brand System and Guideline Design
Tools Used: Adobe InDesign, Photoshop, Illustrator, and Acrobat Pro
Project Overview
As part of the initiative to relaunch the DAI Alumni Network community—alongside a new website and LinkedIn page—our team developed the first official branding guideline for the program. The community brings together over 5,000 current and former employees, as well as individuals interested in joining the organization.
In this project, I consolidated input from multiple stakeholders to create the logo, color palette, and typography system. I also designed print and digital templates in both Photoshop and Adobe Express versions, led the creation of marketing materials, and developed visual assets for social media and promotional print pieces.
3. Character Meets Identity
Project Introduction
Project Title: Syuka World Logo & Character Redesign
Timeline: December 2022 (5 days, 28 hours total)
Project Type: Logo and Character Design (Personal Exploration)
Format & Size: Vector-based, scalable for digital & print
Tools Used: Adobe Illustrator
Project Overview
This project is a self-initiated passion project, driven purely by my interest in branding and design. As a longtime fan of Shuka World, I challenged myself to refine its brand identity by redesigning the logo and introducing a new mascot character. The goal was to enhance visual recognition and create a more versatile identity, while preserving the playful and educational essence that makes Shuka World unique.
What is Shuka World?
Shuka World is a YouTube channel that delivers fun, engaging, and insightful discussions on global finance, economics, and market trends. Founded by a former finance professional, the channel has grown into a trusted platform for economic analysis, infused with humor and storytelling.
The Origin of "Shuka"
The name ‘Shuka’ is a clever wordplay inspired by ‘shrimp’ and ‘Cargill’—one of the world’s largest agricultural corporations. The creator once dreamed of starting a shrimp farming business and paid homage to this vision by integrating 'Shrimp' and 'Cargill' into his brand identity.
The Shrimp Mascot & Branding
The shrimp mascot is more than just a cute character—it symbolizes the channel’s unique identity. By combining finance and humor, Shuka World has built a recognizable brand where complex economic concepts become accessible to a wider audience.
Why a New Logo?
Existing Logo: Strengths & Limitations
The current Shuka World logo, featuring a shrimp mascot, has been a recognizable part of the brand. However, as the brand grows, some limitations have emerged:
+ Strong identity but limited scalability
+ Fun & engaging but lacks professionalism
+ Highly detailed but difficult to use in small sizes
Challenges in Modern Branding
As digital platforms evolve, a strong visual identity must be adaptable across different screens and media. The current logo struggles in:
+ Small-scale applications (too detailed)
+ Mobile & social media visibility
+ Consistency across branding materials
The Need for a More Versatile Identity
A refined logo can help Shuka World maintain its fun, engaging character while ensuring scalability, professionalism, and consistency across all platforms.
Mr. Jeon uses the Shuka logo for his YouTube channel, appears on TV, and publishes books. Initially, I planned a wordmark with a shrimp figure representing him. However, after reconsideration, I realized the shrimp wasn’t just a detail—it symbolized his early dreams and the essence of Shuka World. It needed to be the focal point of the design.
YouTube Profile Icon
To ensure maximum visibility, the icon features a bold purple background that contrasts sharply with the shrimp symbol. Rather than using a bright red background (which is common but aggressive), I opted for a deep purple, which balances sophistication and vibrancy while neutralizing overly warm tones.
Print & Merchandise Adaptability
For potential applications like book publishing and merchandise, I created an adjustable color palette that integrates smoothly with various backgrounds while maintaining brand consistency.
