UX STUDIO, a space operated by HUX Group
UX Studio is an offline space operated by the HUX Group, which is responsible for researching user mobility experiences at the Hyundai Motor Company. UX Studio functions as a platform for exploring and sharing next-generation mobility experiences through active communication and a keen sense of understanding between industry stakeholders and customers. Double D has recently renewed UX Studio’s brand identity to effectively represent its core values and characteristics.

The logo of UX Studio is a wordmark that includes an “X” symbol in the form of pixels. The pixels represent experience and appear to be moving and combined together. The logo reflects the spatial characteristic of discovering empirical insights through the exchange of diverse knowledge. The “X” symbol, which is presented in various forms, is used as a graphic motif to express the experiential diversity and expertise of UX Studio.

UX STUDIO's typography system uses uppercase letters for all characters in the logotype, conveying a clear and bold impression. For sub-brands and service logos, variations in the weight of the brand-specific typeface distinguish the hierarchy of information. This system aims to convey a unified brand impression.

We applied the principles of UX Studio's graphic motifs to visually represent dynamic movement and connection between pixels, utilizing typography space. This approach clarifies the message for the user and establishes a system that visually conveys brand experience and value.

For the brand colors, a monotone of black and white was used mainly to convey a modern image of the mobility industry, while orange and blue, embodying the warmth and coolness of nature, were designated as key colors to add a humanistic image related to the user experience. At the same time, a wide range of applications, including signage and a welcome kit for visitors to UX Studio, were developed to ensure the consistent operation of the brand identity system.

Additionally, we expanded the scope of development to include various applications such as welcome kits and signage for visitors to UX STUDIO. This ensures consistent operation of the brand identity system across all touchpoints.