Plus X Rebrands KT with Curvilinear Flow Motif and Coral Gradient

Plus X has revamped the brand identity for KT, the largest telecom provider in South Korea, focusing on a curvilinear 'Flow' theme inspired by the diagonal line of the 'K' in its logo. This identity framework is based on three geometric concepts—Flow, Transition, Curve—rather than traditional decorative features. The dominant hue is coral-red (#FE2E36), presented as a soft gradient known as Ambient Texture, while sub-brands incorporate purple, teal, and blue. A custom typeface, KT Flow, created in collaboration with Sandoll, showcases squarish internal counters reflecting the motif's design. At KT's headquarters, a 10-meter curved LED screen showcases the gradient, complemented by a metal-relief 'kt' sign at the entrance and various physical items like frosted tote bags, a crystal paperweight, and gradient notebooks. This identity is crafted for a 2026 Korea where every surface acts as a screen, utilizing the Flow motif for adaptability across various surfaces.