Discount service for the elderly, filial piety branding!
In 2016, Gapyeong-gun, Gyeonggi-do, tried to create an atmosphere of respect and interest in the elderly who are easily marginalized from society. Accordingly, this project, together with Gapyeong-gun, classified the types and current status of establishments frequently used by the elderly by category, and was further promoted to establish a healthy green culture where establishments and users can coexist and respect each other. As for the design direction, the logo type was created with calligraphy to contain the unique handwriting and meaning of Hangeul, and the word 'filial piety' contains a hat and shape that can symbolize dignity and the elderly. For the color, comfortable, easy-to-see, and refreshing spring colors were selected and applied in consideration for the elderly.