New Model Id for Hanji by Studio match – BP&O
Text by Richard Baird.
Hanji is a new brand of Korean Traditional Papers by KCDF, created to not only attract the interest of professionals and the general public at national and international levels, but also to serve as a symbol of the craft of paper making workshops. In addition, the potential and excellence of paper should be promoted internationally. Hanji began as base paper, a material that contained writings and paintings and was often given a permanent seal. This is where Studio fnt found their inspiration and saw a commonality between these seals and the logos used today, both as gestures of “existence and intention,” as the studio neatly put it. The fact that more than one seal belonged to a single person with unique meanings formed the basis of a visual identity system. Hanji thus became a person with a series of imaginary seals to unify the brand and tell its story.
“The visual elements are based on“ uneven, flexible lines ”that embody the ingredients, the production process and the final shape of hanji. This line is a motif that can be found in the body movements of hanji makers, fibers made from mulberry paper, the delicacy of the uncut natural edges or the impressions of the seals. In addition, the logo design will be completed in a light and elegant font, with the intention that the project will continue and develop the traditional legacy of hanji in the modern day. These lines also function as a graphic device that depicts Hanji materials from nature and their eternal flow of time. “- Studio fnt
The work creates and composes a graphic language of stamps and lines, traditional and contemporary aesthetic sensibilities, weaving style and meaning with great ease and reach. Materiality is a central and critical component, and the interface between stamps on paper, be it inked or thwarted, becomes a proud and thoughtful gesture rooted in the history of paper consumption and cultural production. The fact that the seals also inform and tell the Hanji story graphically with type and motif gives the work elegance and communicative benefits.
A cultural understanding is helpful to grasp the nuances of the work. The international audience, however, will probably “feel” the Hanji character in the multisensory design and construction of guides and sample books (paper, binding and finishing), their design, the exhibition (surface and structure, performance and ceremony) and the interior design of the Hanji Cultural and industrial center (movement, light and shadow, volume and emptiness). Together these act as generators of the "atmosphere". Earth, wind and water, as indicated in the color palette, justify the work in the earth, the raw material, and the textures of which become visible in the surface of the paper itself. Further work by Studio fnt on BP & O.
Design: Studio fnt. Opinion: Richard Baird.
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