Lotte Duty Free Brand Guidebook
A Guide to Consistent Brand Experience
The Lotte Duty Free VI guideline is a design guide created to organize existing brand assets and clearly define the brand’s concept and direction. It establishes a consistent framework so that the brand can be recognized with a unified impression across different contexts. By aligning core elements under a coherent system, the guideline ensures that the brand message remains clear and consistent throughout all applications.
Visual Concept
Core elements such as logo, color, typography, and graphic components are restructured under a unified system to ensure consistent application across various media. Each element is designed to function independently while remaining interconnected within the overall identity, with clear usage rules and combinations defined for scalability. Based on restrained design principles, the system enhances brand credibility and ensures a cohesive brand experience in every context.
