Netmarble Corporation, a South Korean mobile game developer and publisher founded in 2000, uses a typographic wordmark as its corporate identity. The company’s official CI page describes the logo as a simple design in brown and gray, built around a custom typeface inspired by the company’s mascot character.[1]
Design and History
The current Netmarble CI was unveiled on October 1, 2014, at the company’s “Netmarble Company Vision Declaration” event, which marked the official launch of the integrated entity Netmarble Games, formed from the merger of CJ Netmarble and CJ Games.[2][3] The new identity was described at the time as using the existing Netmarble typeface with a simple brown and gray design.[4]
In March 2018, the company changed its legal name from Netmarble Games Corporation to Netmarble Corporation, returning to the name used at its founding in 2000. The change was part of preparations for expansion into new business areas including AI, blockchain, and cultural content.[5][6]
Meaning and Symbolism
According to Netmarble’s official CI page, the brown color represents warmth and fun, while the gray represents universality and the global market.[7] This symbolism was also stated at the 2014 CI launch, where the company explained that the warmth of brown symbolizes fun and the universality of gray symbolizes global reach.[8]
Typography and Design
The Netmarble CI uses a custom typeface designed based on the characteristics of the company’s mascot character “Ke Ke,” a playful dinosaur. Ke Ke is a 2013 update of the original “Allie and Marble” character created in 2001.[1] The Korean version of the CI page further explains that the Netmarble typeface (Netmarbleche) was developed by shaping the silhouettes of the character’s distinctive features, including its horns, tail, arms, and legs.[7]
Netmarble also distributes its corporate typeface, Netmarbleche, free of charge for personal and commercial use, with the intellectual property rights held jointly by Netmarble and the Netmarble Cultural Foundation.[7]
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