HAPPINESS SANS
Hyundai Department Store Co., Ltd / Korea
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DFA Design for Asia Awards 2022 l Bronze Award l Communication Design | Typography
visual satisfaction
“Happiness Sans” is a bespoke typeface commissioned by the Hyundai Department Store, whose brand goal is “bringing happiness to the world.” The curves of the gothic-style font capture the aesthetics of handwriting, and add a soft human touch to the stable structure of traditional Korean alphabets. The wide inner spaces and the concise stems ensure readability in digital media, and the adaptable font serves as a key visual element of the store’s brand identity, where it is used in physical retail as well as online marketing.
