Andmarq: A Delicate and Thoughtful Brand for Artists

Corporate Identity Development

Andmarq is a delicate and thoughtful brand that helps artists grow by understanding and respecting them. Its logo is expressed in a unique and refined Serif to deliver its creative perspective and personality. The shape where AND and MARQ are placed at the center side by side shows a balanced win-win partnership. Meanwhile, the blank between And and Marq indicates the progress of finding potential artists, performing integrated managing, and realizing mutual growth between the company and the artists.

Andmarq’s core values are Sensible & Genuine, Reliable & Equivalence, and Sustainable & Variety. From various communication contacts, key visual assets such as logos, colors, typefaces, and key visuals are used to provide ANDMARQ’s unique brand experiences.

The images of artist profiles use the cinema graph technique. Giving vitality to still photos vividly delivers the original personality and essential aspects of the artists. Andmarq’s business cards and envelopes are made of red colored papers, and its logo and information are printed with a white foil press for a sophisticated and luxurious look.

The actor profiles of traditional Korean management agencies are edited through photoshopography. Andmarq provides guides on hair and makeup, photographing positions and outfits, and accessories, allowing actors to give off their charm. In addition, with its essential and neutral styling that highlights artists’ features and emotions, it brings out the presence of Andmarq actors.

The project proceeded for 4 months in Seoul, South Korea. Andmarq found ways to have differentiating points by conducting surveys of competitors in the same industry. Each management agency does not have a clear identity, and the agency’s value is identified with the fame of actors, so contracts with top actors significantly affect the value of agencies. Thus, branding does not take precedence over other factors in the management industry. Under these situations, ANDMARQ intends to create a new niche in the Korean management market by building its firm brand identity with its own clear voice.

Andmarq's customers are not just actors but various artists who perform creative activities, interested parties in the industry, and people who finally consume content. With its core value of “continuously and reliably securing creative environments and providing diverse contents with sharp discernment, sincerity, and balanced system,” ANDMARQ considers all targets through the principle of expressing the Advanced and Last Detail, Balanced and Neutral, Essential and Refined Design, and deliberately thinks over all things while building its own identity.

Andmarq's logo is expressed in a unique and refined Serif to deliver its creative perspective and personality. The shape where 'And' and 'Marq' are placed at the center side by side is symbolic of the balanced win-win partnership between the artist and the management company. Meanwhile, the space between the two words indicates the progress of finding potential artists, performing integrated managing, and realizing mutual growth between the company and the artists.

This Design was awarded Bronze in A' Graphics, Illustration and Visual Communication Design Award in 2021. Bronze A' Design Award: Bestowed upon outstanding and creatively ingenious designs that authenticate experience and resourcefulness. Esteemed for incorporating best practices in art, science, design, and technology, they exhibit strong technical and creative skills and contribute to quality of life improvements, making the world a better place.