Baemin Wins Award at International Advertising Festival for Typeface

by Kim Chulhyun

Published 25 Apr.2023 09:48(KST)

Baemin Geulimche, Bronze Prize at the 2023 Clio Awards

Woowa Brothers announced that the Baedal Minjok (hereinafter Baemin) typeface, Geulimche, won the bronze award in the typography category at the international advertising festival '2023 CLIO Awards' on the 25th. The CLIO Awards is one of the world's top three international advertising festivals.

This is the first time a domestic company has received an award in the typography category at the CLIO Awards. The typography category awards typeface designs that effectively convey brand messages by utilizing various elements of fonts such as font style, point size, length, and line spacing.

Baemin Wins Award at International Advertising Festival for Typeface

Geulimche was highly praised for enabling users to creatively play with the typeface and naturally promote the Baemin brand through it. Geulimche is a typeface introduced by Woowa Brothers in October last year. The name Geulimche was derived from the Korean words for '글' (letter) and '림' (picture). It was created by stretching and twisting Baemin's mascot, 'Baedali Chingudeul' (Delivery Friends). From a distance, it can be read like letters, but upon closer inspection, charming illustrations can be seen.

Unlike regular fonts, Geulimche allows users to download consonant and vowel image files and combine them in desired ways to create letters. Because it combines Hangul and illustrations, the same word can take different shapes depending on the form used, and letters can be tilted or flipped to create different characters.

Previously, Baemin has been developing and distributing typefaces for free since 2012 to widely promote Hangul. They conveyed brand messages using Baemin's unique typefaces and allowed anyone to create their own messages using Baemin fonts. Han Myungsoo, Head of Creative Division at Woowa Brothers, said, "We hoped Geulimche would become a creative and fun playground for Hangul," adding, "We want to continue sharing Baemin's unique culture that contributes to society and people's daily lives."