Joonggonara has been rebranded. Joonggonara is an online used goods trading community that started on Naver Cafe and is a platform used by nearly 20 million people. Since its opening in December 2003, it has ranked first in the number of Naver Cafe members and has consistently maintained its ranking ever since.
We shared in detail how we changed the brand identity of Jungjoongara, which has maintained its original form for 20 years. It consists of Part 1, which summarizes the brand direction pursued by Joonggonara, and Part 2, which summarizes ways to express the brand.
The existing wordmark uses a vibrant image and a flag representing the country as a metaphor. The symbol expresses the virtuous cycle of resources and economic benefits in a speech bubble that expresses conversation with people. The Jungjoongnara brand organization conducted a survey to understand how the brand is currently perceived by people. By combining the perspectives of internal executives and employees and customers, we summarized the direction in which Joongangnara will move forward in one sentence.
Korea's largest used trading platform where value circulation occurs through connection
Initials were used as a symbol to express Jungjongnara. We produced about 250 drafts using J, and among them, we reduced the candidates to 4 drafts that expressed keywords such as 'size', 'entry', and 'start'. After giving a variety of suggestions, we decided to come back and focus on the keyword 'maximum', which is a characteristic of Jungjongnara. We also shared in detail the process of visual correction to express J and the process of giving personality to the wordmark Joongonara.
It seems like a good example of solving a company's problems through design. The process of concretizing what you want users to remember is impressive. Designing a brand identity is the process of concretizing an abstract concept that does not exist. That's why it's different and the language is different. If there is no clear reason for each thing, it is like a mirage and cannot be remembered or used.
Even if we cannot predict the nature and size of the impact, we can clearly design our intentions. If you don't have a clear reason for each thing, you can end up just being a 'director mom'. Thanks to your detailed article, we can get a glimpse into the brand strategy process for a reason.
As I look through the crazy posts, I get the feeling that this is a market of people coming together for a better planet on a platform where they were anxious about whether they were traders or scammers. It reminds me of a giant green elephant trading blades of grass.
