Amorepacific architectural branding

Pentagram worked closely with David Chipperfield Architects to design the architectural branding, environmental graphics and signage for the new Seoul headquarters of cosmetics company Amorepacific.

The signage combines letterforms, numerals and pictograms that refer to the four principal geographical features outside – river, mountain, park and city – with a representation of the building itself to help orientate visitors.

Pentagram further responded to visitors’ needs by creating a new typeface, Latin, that solves the difficult problem of creating visual consistency across the very different written forms of English, Chinese and Korean.