Thirty Years of Base Oil Expertise, Bridging Towards New Possibilities
YUBASE is a premium base oil brand owned by SK Enmove. Since its launch in 1995, it has established a steady presence in the base oil industry. As the first to commercialize Group III base oils, YUBASE has contributed to the growth of the premium base oil market. Building on three decades of accumulated expertise and the trust of global customers, the brand set out to articulate a new vision, ‘Pioneership’, leading to a comprehensive brand identity renewal.

In response, Double D carried out a full brand identity project to reflect the changes in the global lubricants market and YUBASE's expansion strategy. After closely analyzing existing brand assets, we developed a renewed logo and graphic motif system that clearly visualizes the brand’s core values. The focus was on establishing a cohesive visual framework that could be applied consistently across a wide range of touchpoints and media.

Bridging Possibilities into the Future
While inheriting the core brand assets, Double D developed a new logo that improves clarity and usability through its refined form. The logo was created around the concept of ‘Bridging Possibilities’, rooted in YUBASE's spirit of turning future potential into reality.The diagonal strokes and flowing curves symbolize the movement of a pioneer leading innovation forward. At the same time, the letterforms appear to connect as a single continuous stroke, reflecting the brand's integrated values, encompassing efficiency, sustainability, and a wide range of future possibilities.

Adaptable Identity System without the Frame
To address the limitations in legibility and scalability of the previous logo, the new identity was developed as a wordmark, improving its usability across a wide range of applications and environments. At the same time, secondary logos were developed to ensure clarity on complex backgrounds and flexibility in different contexts.

Color System Balancing Trust and Innovation
The new color system was redefined to communicate both reliability and innovation. ‘YUBASE Blue’, a modern interpretation of the existing brand color, preserves the clean and transparent qualities associated with base oils while emphasizing a forward-looking brand image. A newly introduced monotone palette supports versatile use across a wide range of applications and contexts.

Typography System Aligned with the Wordmark
To communicate the brand identity effectively, Funnel Sans was selected as the primary typeface for English, alongside Pretendard for Korean. Funnel Sans is a modern sans-serif typeface with strong structural alignment to the logo, characterized by a balanced combination of angular strokes and rounded elements. This harmony reinforces the visual consistency of the identity while supporting a clear and contemporary tone.

Visual Motif Connecting Possibilities
Based on the characteristics of the logo, three types of linear graphic motifs were developed. The continuously intersecting lines express the idea of bridging possibilities and intuitively convey the brand's forward-looking direction toward innovation.

Enhancing the Brand Experience through the Redefined Visual System
Brand applications designed to communicate the values of YUBASE actively utilize the newly established visual assets, allowing the brand's identity to be conveyed with greater depth across a wide range of customer touchpoints. Comprehensive brand identity guidelines systemize the use of visual assets such as the logo and graphic motifs, ensuring the consistent application of visual assets in practice.