Corporate Design Relaunch

SARAM – Human Identity

The human rights organisation SARAM (Korean for “human”) intends to raise awareness abroad of the dire conditions of North Korean life. This ambition was the premise for the relaunch of the corporate design. This way, the individual victims of the regime are placed at the centre of public perception. Printed in red uppercase letters, the first names clearly stand out from the actual colour palette, lending a human identity to the appearance of the corporate design. Yet the victims remain anonymous, with only the story of their suffering told.

Red Dot