YG Entertainment is a South Korean entertainment company founded in 1996 by Yang Hyun-suk. The company name “YG” derives from the nickname “Yang Goon” of its founder, and the company adopted its first logo in 2001 after formally changing its name from Yang Goon Entertainment. The current visual identity was established through a brand renewal project completed in 2013.
Design and History
YG Entertainment’s visual identity has evolved through several distinct phases. The company used its first-generation logo beginning in April 2001, followed by a second-generation logo introduced in 2010. In early 2013, YG Entertainment revised its logo and redesigned its overall visual identity. To avoid recognition difficulties, the logo was modified only in its graphic form while retaining the “YG” lettering. The company also developed a series of brand fonts around the new logo and established a unique brand identity system. [1]
In the second half of 2012, YG worked with Plus X, a Seoul-based brand creative company, for approximately six months on the YG Brand Identity renewal project. The project aimed to expand the YG brand globally, shaping it into a brand that defines culture and lifestyles beyond music. [2] The renewed identity received international recognition, including a Guideline Document award at the Brand New Award 2012, a Graphic/Identity/Packaging award at the Good Design Award in 2013, and a Communication Design award at the iF Design Award in 2014. [2]
According to Plus X’s project description, the YG symbol was redesigned while maintaining most of the existing YG symbol, which was considered the company’s valuable asset, while improving its formative completeness. The project also created a brand font based on the form of the YG symbol, and built a unique brand identity system that completed sub-brand symbols in combination with the YG symbol and brand font. [3]
Meaning and Symbolism
YG Entertainment’s official brand page describes the company’s vision as generating unique brand experiences through creative cultural content and becoming a brand that inspires the world. Its stated core values are “Distinct,” “Forward,” and “Collective,” and its brand spirit is encapsulated in the phrase “TO BE CREATIVE.” The brand statement is “VIBE THE NEW FLOW.” [4]
Plus X’s project description notes that the renewal was carried out to move beyond a music-focused corporate image toward a brand leading global culture and lifestyle. The project maintained the strong recognition assets of the existing brand identity while reorganizing the brand structure in the direction of evolution rather than change. [5]
Typography and Design
As part of the 2013 brand renewal, Plus X designed two custom brand fonts for YG: “YG EDGED,” which emphasizes angular straight lines, and “YG ROUNDED,” which is based on curved shapes. These fonts were designed to be used in combination with the YG logo to create sub-brand symbols. [3] The official YG Entertainment brand page states that modifications to the color, shape, and proportions of the symbol/logotype are not allowed, and adherence to the prescribed form is required to maintain a consistent image. [4]
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