The horse riding club, <totemio> is a brand design project redefining the perception of horseback riding in Korea. Shifting away from its traditional image as a noble sport, totemio emphasizes that horseback riding is a leisure activity. It aims to portray horse riding not as a challenging and distant sport but as an enjoyable pastime, highlighting the emotional stability that comes from interacting with amimals.
Brand Design
Service Design
Product Design
Individual Project
advised by Jang sub Lee, Minki Bae
Figma
Totemio envisions itself as a vibrant space that breathes energy into life and nurtures the inner self, serving as a source of vitality in life. The brand name <totemio>, a combination of 'totem', meaning 'protector', and 'mio', meaning 'mine', embodies the meaning of 'A protector that helps me manage my inner self'.
The logo of totemio is based on a typography that appears to have been painted with forceful brush strokes. The symbols all use a riding crop motif to symbolize the connection with horses. The brushstroke used in the logotype is also applied to the symbols, adding strength. The signature is a combination of the logotype and symbol, forming a shape that resembles a totem pole. "Recharge your soul" implies taking time to recharge through hobbies and leisure sports, specifically horseback riding.
The font of totemio has a shape that appears to have been written quickly and effortlessly with a brush stroke. It is characterized by a diagonal stroke that rises to the upper right corner.
At the entrance of the equestrian center, as well as in the clubhouse, stable, indoor arena, circular arena and outdoor arena, wooden signs with symbols representing each space and logotypes are hung.
In the application, you can make reservations for lessons and check your progress. In the reservation window, you can select the date, time, and type of lesson or tracking. After setting the riding schedule, you can choose the level and where to ride based on your riding skills. In the progress map, there are goals to be achieved for each level, and when they are completed, you move on to the next step.
Inside the horse riding club, there are fabric posters representing the three disciplines of equestrian sports: dressage, show jumping, and cross country. Each discipline is designed with colors and visual elements that symbolize them.
We provide a dustbag for helmet storage to all totemio members who visit us. Additionally, you can experience the essence of totemio through the vertical symbol engraved on the chaps.
