aegyo

Drawing inspiration from the minimalist aesthetics in South Korean popular culture, the Aegyo brand embodies a unique contemporary style centered around an originally designed display typeface.

Aegyo, meaning "cute or appealing", aims to encapsulate both the minimalist sophistication and bold values within Korean culture and

its Pop music. 

Using the font Avenir as a guide for form, I built off the letters H and O to create geometric letterforms representing K Pop and the idols within its scene. I titled this font "Visual Idol" as its structure is big and bold, much like K Pop culture. 

Due to its bold geometric shape, the Visual Idol typeface features several ligatures. The fusion of 'a' and 'e' serves not only as a distinctive letter mark but also as the focal point of Aegyo's visual identity.