봄 · BOM — Brand Guide

01 — Logo

The mark.

Primary

봄 · BOM

BOM follows the same structural logic as SOOM and GYEOL. One Korean character + middle dot + English name.

Slightly brighter and more open in feeling than its siblings. No decoration. Natural and unhurried.

BOM

English only

봄

Korean only

봄 · BOM

Primary (preferred)

On background

봄 · BOM

On sand

봄 · BOM

On black

Generous whitespace around the mark at all times.

Don't

× Do not add drop shadows

× Do not add outlines

× Do not apply gradients

× Do not distort proportions

× Do not add decorative effects

02 — Color

The lightest
of the three.

Primary

Off White

#FAF8F5

The primary surface. Warm, not clinical. The lightest tone in the series.

Where SOOM is calm and GYEOL is precise, BOM introduces warmth.

Secondary

Butter Yellow

#F5E090

Warmth and welcome. Used for backgrounds, highlights, and surfaces that need softness.

Accent

Green

#65B20D

Used sparingly. CTA, links, and small highlights only. Green should feel like a signal, not a statement.

Don't

× Do not use saturated or bright colors

× Do not create strong color contrast

× Do not use accent colors as primary elements

× Avoid colorful compositions

03 — Typography

Light.
Open.
Unhurried.

Typefaces

Jost — Primary

Begin gently.

Use: logo · headlines · display text

Jost · Light or Regular · Primary typeface

Pretendard Light — Secondary

Make space for what's next.

Light enters slowly. Small shifts become seasons. The secondary typeface carries everyday communication clearly and quietly.

Use: body text · captions · UI text · supporting copy

Pretendard · Light (300) · Secondary typeface

Jost + Pretendard only. Two typefaces are enough.

Hierarchy

H1

Begin gently.

H2

Make space for new rhythm.

Body

Light arrives slowly. Small adjustments open something new.

Caption

Pretendard Light · 12px · Muted

Principles

Weight

Light weights only. Regular at most.

Line height

Generous. Let lines breathe.

Tracking

Slightly open. Never tight.

Density

Low. Short sentences preferred.

Expression

Quiet. Leave space for the reader.

04 — Tone

Light.
Gentle.
Opening.

Voice

Light

Gentle

Fresh

Opening

Unforced

BOM is the most open of the three. Where SOOM turns inward and GYEOL is structured, BOM begins.

숨 · SOOM

Inward

결 · GYEOL

Structured

봄 · BOM

Opening

× Avoid explaining too much

× Avoid motivational energy

× Avoid urgency

× Say less than expected

× Avoid emphasis words (very, deeply, truly)

× Prefer observation over encouragement

Examples

Begin gently.

Make space for what's next.

Light arrives slowly.

Begin before certainty.

Small shifts become seasons.

05 — Imagery

Air.
Light.
Texture.

Direction

Linen

Paper

Sunlight

Sheer curtain

Ceramic

Light wood

Empty space

Spring shadow

Plant stem

Soft shadow geometry

Bright. Airy. Soft shadows. Visible grain and texture.

Images should feel like early morning light —
present but not insistent.
Nothing dramatic. Presence over statement.
Objects should feel found, not staged.

Avoid

Saturated or high-contrast colors

Heavy styling or excessive props

Stock imagery feeling

Dark or moody compositions

Overly polished surfaces

06 — Layout

Open space
invites entry.

Principles

Whitespace

Generous and essential. More air than content. Reduce before adding.

Lightness

BOM should feel like the lightest of the three. No visual weight without reason.

Density

Keep density low. One idea per frame whenever possible.

Rhythm

Gentle pacing. Nothing should feel rushed or forced.

Light

Gentle

Air

Fresh

Opening

Quiet optimism

07 — Checklist

Before you
publish.

Quick check

Does it feel light enough?

Is there enough air in the layout?

Is the tone gentle, not motivational?

Is the typography unhurried?

Are colors staying within the neutral range?

Is the message short enough?

Can anything be removed?

Does it feel like an opening, not a statement?