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KSOUL Studio gets new logo and identity X M — N Associates

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Minimalist designs, maximizes functionality

KSOUL Studio gets new logo and identity X M — N Associates

Brand New
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Last updated on
June 11, 2023

KSOUL, an architectural studio, was founded in 2019 in Saigon. Huỳnh Thế Nguyễn, the company's founder and leader, oversaw the completion of 500+ projects, ranging from residences to well-known retail and food service establishments around Vietnam. His company is one of the driving forces behind the transformation of Vietnam's modern commercial districts into bustling hubs of innovative new businesses catering to the country's youthful population. They collaborated with M—N Associates to create a consistent, minimalistic brand identity.

Design idea cehind the KSOUL lettermark viartions
Design idea cehind the KSOUL lettermark viartions

The charm of this concept started from K in Ksoul, which stands for kinetic. We created a system echoing the flexibility of interior setup and inspired by geometric shapes of drawing plans. While maintaining minimalism within the system, we manage to show how playful and responsive across applications this can be. Adapting into custom K's arms, it turned the logo into a characterful contemporary dynamic symbol rather than a solid one.

KSOUL case study

KSOUL's visual identity is dominated by a bright yellow color palette
KSOUL's visual identity is dominated by a bright yellow color palette

The team at M — N Associates wanted to create a visual identity that stood out from the standard, usual corporate look in the Vietnamese market, so they contrasted the visual identity system with dynamic geometric graphics, developed a custom grid system to keep the core concept intact, and created a properly fitting layout for every facet of the brand. This combination shows how versatile the minimalist monochromatic look is and how it could be changed to fit more complicated projects and partnerships in the future.


Creative Director Duy— N | Art Director Anh Nguyễn | Web Designer Anh Nguyễn | Designer Quân Nguyễn | Producer Quân Nguyễn​ ​​​​​​​​​​​​​, Huỳnh Thế Nguyễn | Project Manager M — Lan | Portfolio Photography Wing Chan | Architectural Photography Đỗ Sỹ | Digital Retoucher An Nguyễn | Uniform Design Ksoul Studio

Brand Portfolio and Hierarchy
KSOUL Studio's visual identity and design awards
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Brand name
KSOUL Studio
Founded year
Vietnam Market Entry
Origin country
Project context
Release date
July 2019
Signature color
KSOUL Studio
latest visual identity


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Related links

KSOUL Studio Case study


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