Seoro Studio on building brands colour first
The Seoul studio pins hundreds of swatches to the wall before it draws a single letter. Here is why.
Seoro Studio is run by Jiwoo Han and Minseo Park from a bright second-floor space in Seongsu-dong. Their clients range from tea houses and bakeries to a public library network, and almost every project begins with colour.
Why start with colour rather than a logo?
Jiwoo: Colour is the first thing you recognise from a distance and the last thing you forget. If we get it right, the logo can be very simple. We print hundreds of swatches, pin them to the whiteboard and live with them for a week.
How do you choose in the end?
Minseo: We take the swatches outside. A colour that looks perfect under studio light can die on a grey street in February. Whatever survives the street, the phone screen and the receipt printer is the one we keep.
Whatever survives the street, the phone screen and the receipt printer is the one we keep.
