HuskyFox captures the strong, self-assured spirit of LE SSERAFIM in the K-pop legends’ new brand

Emerging from Source Music, a subsidiary under the global powerhouse HYBE, LE SSERAFIM is a K-pop girl group that embodies a fearless spirit both in their music and their outlook on life. As HuskyFox's Creative Director Doohee Lee articulates, the name “‘LE SSERAFIM’ is an anagram of ‘IM FEARLESS,’ symbolising an attitude unafraid of the world's gaze and an unwavering self.” The Seoul-based brand identity consultancy communicates this through the identity, highlighting the group’s attitude with a sharp, spiky brandmark consisting of 10 oblique lines. “After various experiments,” says Lee, describing the brand’s development “we ended up with long horizontal and bold lines, representing the girls’ free and uninhibited stance towards the world.” In addition to the brandmark, HuskyFox developed a unique wordmark for LE SSERAFIM. To concentrate the design concept on the symbol, they chose not to incorporate much of the anagram concept into the wordmark. However, they aimed to create something distinctive and eye-catching. “We placed the upline at the top of the typeface to refresh the weight proportions. Additionally, we shortened the arms of ‘E’ and ‘F’ to create a distinctive shape,” Lee tells us, highlighting that this approach differs from traditional K-pop design. For the identity’s primary typeface, HuskyFox chose to use Ringside by Hoefler&Co., whose versatile characteristics echo the robustness of LE SSERAFIM’s wordmark. The colour choice for the brand identity was a classic yet powerful black-and-white palette. According to Lee, these colours perfectly capture LE SSERAFIM’s free and open attitude towards the world and their solid self-assurance. They believed that specific colours could confine them to a single image. Hence, black-and-white were chosen for their flexibility and solidness.