THE STAND

The pandemic represented the transition point for travel activities, as people started to have more domestic trips instead overseas. This period of opportunity for domestic tourism spots and expanding partnerships for new traveling businesses ushered in competition. In this time of growth, Yang-yang(Gangwon-do) was one of the attractions for trend seekers and surfers. Therefore, THE STAND needed to respond to the transition and claim first as the leading attraction brand in Yang-yang by providing a decent cultural experience. THE STAND is a multi-cultural complex offering a diverse cultural experience for every tourist and regenerating the local business. We have created the identity of THE STAND as a leading cultural platform and cemented its position as a high-quality experience provider in Yang-yang.

Brand Definition
THE STAND, the iconic beach eXpace* of Yang-yang, is a multi-cultural complex and flexible platform where people can encounter diverse experiences in many categories.
*experience + space
Brand Slogan
The brand slogan represents the starting point of new cultural changes.
Wave stands for the beautiful seaside of Yang-yang and the essence of the brand identity.
Brand Personality
Brand Identity
As THE STAND is a diverse and flexible platform, the identity has a simplified bold shape to balance visual communication with other graphics.
Graphic System
The blending spray elements represent the potential of creating synergy effects with local businesses and cultural freedom with a diverse experience for anyone who visits THE STAND.
@The Stand
The graphic elements of @The Stand alter the original identity for effective visual communication. The logotype represents a diverse spectrum of the cultural lifestyle from experience at the platform and the connection with a local business.

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