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HONG JINJU LEGAL SERVICES
홍진주 법무사 사무소
업계가 지닌 낡은 이미지와 가격 경쟁 중심의 구조 속에서, 신뢰와 친밀함을 동시에 담을 수 있는 차별화된 브랜드가 필요했습니다. 우리는 ‘문서를 다루지만 결국 바라보는 건 사람’이라는 철학을 중심에 두고, 브랜드의 핵심 가치인 Humanity, Clarity, Integrity를 도출했습니다. 이를 통해 법무사 사무소를 단순한 서류 대행 기관이 아니라, 삶의 전환점에서 동행하는 파트너로 자리매김할 수 있도록 방향을 설정했습니다. 명료한 언어와 정제된 시각 표현, 그리고 차분하게 정돈된 미학은 브랜드 전반에 적용되어, ‘전문성과 사람다움’을 함께 전하는 브랜드 정체성을 완성합니다.

Amid an industry weighed down by outdated perceptions and price-driven competition, there was a need for a brand that could embody both trust and familiarity. Placing at its core the philosophy that, though we handle documents, what we ultimately see are people, we distilled the brand’s core values into Humanity, Clarity, and Integrity. This framework positions the legal service not as a mere document processor, but as a partner who stands alongside clients at life’s turning points. Through refined language, a considered visual system, and a calm, orderly aesthetic, the brand identity conveys both professionalism and human warmth.

PROJECT OVERVIEW

01.1 Sign

Amid an industry weighed down by outdated perceptions and price-driven competition, there was a need for a brand that could embody both trust and familiarity. Placing at its core the philosophy that, though we handle documents, what we ultimately see are people, we distilled the brand’s core values into Humanity, Clarity, and Integrity. This framework positions the legal service not as a mere document processor, but as a partner who stands alongside clients at life’s turning points. Through refined language, a considered visual system, and a calm, orderly aesthetic, the brand identity conveys both professionalism and human warmth.

01.2 Business Card

01.2 Envelope

We chose the term Legal Services over technical alternatives like Judicial Scrivener Office for its clarity, accessibility, and international readability. In most English-speaking contexts, Judicial Scrivener is unfamiliar and often confusing, as it refers to a profession specific to legal systems like Japan or Korea. It requires explanation—something a brand name shouldn't need.
In contrast, Legal Services is broader, more intuitive, and still accurately reflects the kind of administrative legal support we offer—from real estate registration to company filings, inheritance, and identity changes. Since our official Korean name already specifies the professional title, the English name focuses on balance: simple, trustworthy, and globally comprehensible.

01.3 Envelope

01.4 Cup

02.1 Office

02.2 Office

CREDITS

Year. 2025
Client. Jinju Hong
Work Scope. Brand Identity
Category. Service

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