Brand Guide
결
Brand Identity Guidelines
2026
Version 1.0
01 — Logo
The mark.
Primary
결 · GYEOL
GYEOL uses the same structure as SOOM. One Korean character + middle dot + English name.
The two elements should be used together whenever possible.
The serif structure creates a sense of tension, precision, and quiet control.
GYEOL
English only
결
Korean only
결 · GYEOL
Primary (preferred)
On dark
결 · GYEOL
On black
결 · GYEOL
On burgundy
The mark may appear on dark backgrounds when contrast remains soft and refined. Avoid high-contrast harsh combinations.
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
Focused warmth.
Palette
Burgundy
#9B2335
Off white
#F5F0E8
Text black
#1A1A1A
Off white should feel warm and calm. Avoid stark white.
Burgundy is not decorative. It provides structure and focus.
Usage
Background
Off white
Text
Black
Structural emphasis
Burgundy
Burgundy should feel intentional, never loud.
Don't
× Do not introduce additional accent colors
× Do not use bright red tones
× Do not overuse burgundy
× Avoid colorful compositions
03 — Typography
Controlled.
Elegant.
Precise.
Primary
Serif typeface — Primary
Follow the grain
of your body.
Use: logo · headlines · short statements · philosophical phrases
The serif establishes structure and quiet confidence.
Refined
Precise
Balanced contrast
Cormorant Garamond or equivalent · weight 300–400
Neutral sans serif — Secondary
Alignment creates strength.
Small adjustments create meaningful change. The secondary typeface should remain quiet and highly readable.
Use: paragraph text · UI elements · navigation · supporting information
Jost or equivalent · weight 300
Principles
Contrast
Use refined contrast, not dramatic contrast.
Density
Keep text density low.
Line height
Allow space between lines.
Tracking
Use slightly increased tracking when needed.
Length
Short sentences are preferred.
Expression
Typography should feel composed, not expressive.
04 — Tone
Precise.
Composed.
Unforced.
Voice
Precise
Composed
Unforced
The tone communicates clarity without pressure. Confidence without intensity. Structure without rigidity.
× Avoid motivational language
× Avoid emotional exaggeration
Examples
Follow the grain of your body.
Alignment creates strength.
Control creates ease.
Small adjustments create meaningful change.
05 — Imagery
Observed.
Refined.
Direction
Posture
Alignment
Hands
Spine
Quiet concentration
Natural studio light
Subtle shadow
Material texture
Movement should feel intentional, not energetic.
Subtle tension is preferred over visible effort.
Images should feel observed, not performed.
Quiet focus is more important than visible intensity.
Avoid
High energy fitness imagery
Overly expressive poses
Sweat-focused visuals
Group fitness aesthetic
Overly polished wellness stock imagery
Forced lifestyle scenes
Bright colorful environments
06 — Layout
Structure
creates calm.
Principles
Whitespace
Whitespace is essential. Generous whitespace. Reduce before adding.
Typography
Typography leads the layout. Elements should feel intentionally placed.
Density
Maintain low visual density. Avoid decorative composition.
Restraint
Layout should feel balanced and controlled. Use restraint.
Precision
Rhythm
Restraint
Stillness
Ease
07 — Checklist
Before you
publish.
Quick check
Is burgundy used with intention?
Is the layout calm?
Is there enough whitespace?
Is the typography refined?
Is the tone composed?
Is the message concise?
Is the structure clear?
Can anything be removed?
Does the design feel controlled?
Does the design feel balanced?
Follow the grain of your body.
Brand Guide 2026 Version 1.0