Re-branding of KONO + Design was necessary because of the change in direction of the company. KONO became the name because it becomes the founders name in Korean alphbets when rotated 90 degrees in clockwise. Originally, there were 2 bars above the 'K' and the last 'O' to make it exactly like how Korean alphabets write. To adapt the current environment of social media, we felt the logo needed to be simpler and iconic. That was the reason why the bars above went in the letter 'K' and it beautifully made the identity of this company.