숨 · SOOM — Brand Guide

01 — Logo

The mark.

Primary

숨 · SOOM

One Korean character + middle dot + English name. The two elements should be used together whenever possible.

숨

Korean only

SOOM

English only

숨 · SOOM

Primary (preferred)

On dark

숨 · SOOM

On black

숨

Korean only

Don't

× No drop shadows

× No outlines

× No gradients

× No effects of any kind

× Do not distort proportions

02 — Color

Two colors.
Nothing more.

Palette

Black

#111111

Off white

#F7F7F5

Off white is slightly warmer than pure white. Avoid stark white.

Usage

Background → off white · Text → black

× No accent colors

× Never use more than two colors

× Avoid bright or saturated backgrounds

03 — Typography

Light.
Wide.
Breathing.

Primary

Sweet Sans Pro — Primary

Quiet space.

Use: logo · headlines · navigation · short copy

Sweet Sans Pro · Light or Regular · Primary typeface

Pretendard Light — Secondary

Light.
Wide.
Breathing.

A slower place in the city. Light, space, and quiet structure. We focus on what matters.

Use: body copy · descriptions · UI text

Pretendard · weight 300 · Secondary typeface

Principles

Weight

Use lighter weights whenever possible. Light (300) is the default.

Line height

Generous line height. 1.8 – 2.0.

Tracking

Slightly increased tracking. 0.04em – 0.2em.

Density

Keep text density low. Short sentences preferred.

Alignment

Center alignment is often preferred.

04 — Tone

Quiet.
Calm.
Unforced.

Voice

Quiet

Calm

Unforced

× Avoid over-explaining

× Avoid exaggeration

× Avoid long sentences

Examples

A slower place in the city.

Light, space, and quiet structure.

We focus on what matters.

05 — Imagery

Natural.
Unposed.

Direction

Space

Texture

Light

Still life

Natural light

Grain

People (sparingly)

Photography-led. Avoid overly staged compositions. Perfect polish is not necessary.

Subtle texture is preferred over perfectly smooth surfaces.

Avoid

Images should feel discovered, not staged.

Overproduced lifestyle imagery

Exaggerated expressions

Excessive props

Bright or colorful backgrounds

Overly polished or retouched images

06 — Layout

Space is
the message.

Principles

Whitespace

Generous whitespace. Low text density. Avoid placing too many elements in one frame. Reduce before adding.

Alignment

Center alignment is often preferred. Prioritize balance and rhythm.

Density

Keep density low. Removing an element is usually better than adding one.

Contrast

Soft contrast. Quiet separation over strong contrast.

Quiet

Space

Pause

Stillness

Soft contrast

07 — Checklist

Before you
publish.

Quick check

Are more than two colors being used?

Is there too much text?

Is there enough whitespace?

Does the tone feel quiet?

Is it trying to explain too much?

Has any effect been applied to the logo?

Is the font weight light enough?

Can anything be removed?