From ‘Hanna’ to ‘Geullim’
A Comprehensive Overview of the Baemin Font Project and Its Impact on Contemporary Visual Culture
The Fonts That Feed You proposes an in-depth study into the Baedal Minjok (Baemin) Font Project, tracing its evolution from the ‘Hanna’ font in 2012 to ‘Geullim’ in 2022. This book explores how Baemin’s fonts have gone beyond simple branding and marketing tools to become a significant part of modern Korean visual culture. It outlines how their fonts have shaped the brand’s unique identity and evolved into a cultural phenomenon recognized by contemporary audiences.
The book is organized into four chapters. Chapter 1, “The Story of Baemin Font Development,” provides a detailed account of how their fonts were created, starting with ‘Hanna.’ Chapter 2, “How to Use Baemin Fonts (Internal and External),” features case studies that demonstrate how these fonts have been leveraged to build the company’s identity and to create memorable brand experiences for customers. Chapter 3, “Key Interviews,” includes conversations with central figures like founder Kim Bong-jin, CCO Han Myeong-su, and Seok Geum-ho, the Chairman of Sandoll, their discussion of the connection between custom fonts and branding, along with behind-the-scenes stories of the font design process. Chapter 4, “Anthology,” presents essays by experts in economics, sociology, humanities, and design, each with their unique opinions on the Baemin fonts and their broader impact. The book is equipped with footnotes to provide additional context and enhance the reader’s understanding of the interviews and analyses.
