Led the branding design for LOAB, a hair salon located in Hannam-dong, Seoul. To move beyond the conventional graphic moods commonly found in domestic salons, we aimed to establish a refined and distinctive identity for LOAB. The new logotype strikes a balance between classic and modern aesthetics, with each letterform rendered in black and white—visually embodying LOAB’s philosophy of embracing both inner and outer beauty. A neutral sans-serif typeface was selected for the body text, offering greater versatility than the geometric sans used in the logo—while still preserving brand consistency. The core color palette centers on black, white, and grayscale, with seasonal extensions planned to enhance LOAB’s visual identity through a dynamic and evolving system. Image Credit: LOAB