The key to a successful rebranding is finding the delicate balance between where a brand has been, and the places it wants to go.
Here's where we started in 2019:
Analyzing Jina's metrics taught us a lot, including that her:
- Audience values her honesty
- Viewership is international, and her core community is very dedicated
- Korean content and keywords work really well to encourage views and new channel subscriptions
- K-pop and dating content is consistently, and sustainably popular
The initial concept word marks present to Jina focussed on:
Visual interchangeability between both English and Korean;
Replicating Jina's handwriting as her official brand signature; and
Customizing fonts for individual flair, to pair seamlessly with copy:
The signature style was ultimately selected from the word mark concepts. After several iterations, it evolved into the logo representing the Jina Kim brand.
Additionally, a review of existing domestic trademarks was conducted. Every effort was made to keep the option of trademarking available to Jina.
The finalized logo was built to be rhythmic, feminine, and clean. The wave-like qualities resemble Jina’s oceanic hometown of Incheon, and have a very calming quality to them.
We kept the logo simple, to make it accessible for an extremely international audience. The wordmark also meets the minimum width specifications for embroidery, which was an extremely important consideration for Jina’s clothing line.