Samyang is South Korea’s earliest instant noodle manufacturing company. In 1963, it was the first company to introduce instant noodles to the Korean market, a staple food that has become one of the country’s favourite snacks.
三養是韓國最早的即食麵製造公司。1963年，它是第一家將即食麵引入韓國市場的公司，這種成為該國最受歡迎零食之一的主食。
As well as noodles, Samyang also manufactures a wide range of other food products such as dairy-based products, snacks, and sauces. Since 1972 it has owned Daegwanryeong, South Korea’s largest farm and Asia’s largest green pasture. Although one of Korea’s most recognisable instant noodle brands, Samyang wanted to increase awareness internationally and move towards becoming a global leader in food technology and sustainability.
除了麵條外，三養還生產各種其他食品產品，如乳製品、零食和醬料。自1972年以來，它擁有大關嶺，韓國最大的農場和亞洲最大的綠色牧場。儘管是韓國最具代表性的即食麵品牌之一，三養希望提高國際知名度，並朝著成為食品技術和可持續性全球領導者的方向發展。
To facilitate this, Pentagram was asked by Samyang to create a new visual identity that would communicate the company’s ambitious plans and vision for the future as it enters its next phase.
為了促進這一點，Pentagram被三陽要求創建一個新的視覺形象，以傳達公司雄心勃勃的計劃和對未來的願景，因為它進入下一階段。
With the increased competition, changes in technology, and market challenges that Samyang was facing, a new strategic approach was needed. Samyang’s new strategy was centred around the concept of contradiction, and influenced the new corporate name ‘Samyang Roundsquare Group’, which was designed to unify and consolidate the different business areas that Samyang was now operating in. The strategy is centred around the idea of juxtaposition and contradiction—the past and the future, art and science, consumption and sustainability—and overall helps reposition the business as a much more future-facing and visionary group.
隨著競爭加劇、技術變革和市場挑戰，三陽面臨著需要新戰略的情況。三陽的新策略圍繞著矛盾的概念展開，並影響了新的企業名稱「三陽圓方集團」，旨在統一和整合三陽現在運營的不同業務領域。該策略圍繞著對立和矛盾的概念展開——過去和未來、藝術和科學、消費和可持續性——整體上有助於將企業重新定位為更具未來面向和遠見的集團。
The brand identity focussed on the corporate symbol and wordmark, typography and colour palette. This was then developed into a visual style in collaboration with Cheil, who also helped develop the Korean (Hangul) applications of the brand. The project also included the creation of brand guidelines, packaging design templates for key products, and application templates such as presentations, documents and business cards.
品牌識別著重於企業標誌和文字標誌、排版和色彩調色板。然後與濟禮（Cheil）合作將其發展為視覺風格，同時協助開發品牌的韓文（Hangul）應用。該項目還包括制定品牌指南、主要產品的包裝設計模板，以及演示文稿、文件和名片等應用模板的創建。
The design approach, and in particular the symbol, is a direct representation of the brand strategy and the inherent contradiction of the pure geometry of a square and a circle, reflecting the new name. The proportions of the symbol are born from the fundamental human geometry as seen in Da Vinci's Vitruvian Man drawing and provide visual balance, harmony and the connection between the square and the circle.
這種設計方法，尤其是符號，直接代表了品牌策略和純幾何形狀的方形和圓形之間的固有矛盾，體現了新名稱。符號的比例源自達文西《維特魯威人》素描中所見的基本人體幾何，提供視覺平衡、和諧和方形與圓形之間的聯繫。
The team also designed a series of icons inspired by the round and square elements of the logo. A mix between curved and sharp elements gives the icons a distinct and characterful look, while still remaining highly legible at all sizes.
團隊還設計了一系列受標誌圓形和方形元素啟發的圖示。曲線和尖銳元素的混合為圖示賦予了獨特和富有特色的外觀，同時在各種尺寸下仍保持高度可讀性。
The core colour palette consists of charcoal and bright orange, with an extended palette of fresh orange and burgundy. Photography reflects the human side of the business, and the images aim to show the joy of both consuming and producing Samyang products.
核心色調組合包括炭灰色和明亮橙色，擴展色調則有清新橙色和酒紅色。攝影反映企業的人性一面，圖像旨在展示享受和生產三養產品的喜悅。
The identity features a geometric sans called Fractul, which has two versions, a more traditional face, and an accompanying version with squarer characteristics which are used together to suggest the visual contradiction ‘Roundsquare’. The new identity has captured the idea of contradiction in a simple, ownable way which provides enough rigour and robustness to carry the brand forward for years to come.
該識別特徵採用了一種名為Fractul的幾何無襯線字體，有兩個版本，一個是更傳統的版本，另一個則是帶有更方正特徵的版本，這兩者一起使用，以暗示視覺上的矛盾“圓方”。新的識別捕捉了簡單且獨特的矛盾概念，提供了足夠的嚴謹性和堅固性，使品牌能夠在未來多年中持續前進。
Pentagram has helped to align the visual identity of the group and its affiliates across multiple sectors and markets, helping Samyang look to the future with a clear and distinctive voice, and stand out in a large and crowded global marketplace.
五角星已經幫助該集團及其聯屬公司在多個領域和市場上調整視覺形象，幫助三陽以清晰和獨特的聲音展望未來，在龐大且競爭激烈的全球市場中脫穎而出。
