Artist of the day: Artist of the Day, December 12, 2023: Studio Fnt, a South Korean graphic design studio (#1981)

Tuesday, December 12, 2023

Artist of the Day, December 12, 2023: Studio Fnt, a South Korean graphic design studio (#1981)

Tucked discreetly beyond the palaces, government offices and shrines of Jongno-gu, Seoul, sits one of the most unique graphic design studios in South Korea, Studio Fnt. Founded in 2006 by designer Jaemin Lee, the studio has been steadily collapsing boundaries between categories to create a new world of delightfully simple graphic design from Korea.

Known for its clean and consistent body of work throughout the years, the studio has flourished through developing a straight-forward style. With an emphasis on playful geometric shapes and patterns, lines, and minimalist color palettes, its designs embody the idea that less is more.

After a stint in the online startup arena during the dot-com bubble in the early 2000s, Lee opened his own design studio and began working on small projects. One of the earliest sprang from his passion for music, which started organically, through collecting record covers and, eventually, designing vinyl jackets and CD covers for friends and clients. The bookshelves of Lee’s office are filled with stacks of vintage record cases (along with Japanese comic books, or manga, and plastic toys).

Lee’s story took a new turn in 2007 when he joined forces with designer Woogyung Geel. Three years later, Heesun Kim, now the studio’s creative director, joined the group, bringing expertise in the promotion and development of corporate branding for big-name clients. With their diverse sets of skills and knowledge, the tight-knit trio was able to broaden the spectrum of their portfolio.

Fighting against steep odds, Studio Fnt has built a diverse range of clients that come in vastly different sizes and specialties—from big-box chains like Hyundai Department Store and the Megabox movie theaters to national television network JTBC to cultural institutions like the Junglim Foundation and the National Museum of Modern and Contemporary Art (MMCA) to brands like Sulwhasoo cosmetics.

Another element of Studio Fnt’s unique appeal has been its ability to refine and simplify complex ideas without being overly academic or dogmatic in its approach. The central characteristic of Studio Fnt's graphic design is simply kindness to others. “We try to make design that can attract a diverse audience without having to give a difficult explanation,” she explains. “That way, everyone can understand our concepts easily.”

Lee’s designs avoid too many colors and visual elements; he limits them to one or two within his work. He has never felt truly comfortable with the idea of making elaborate designs to please an audience or a client. “I just want to inspire new ideas and give a cheerful and lively impression.” Such an approach has earned him positive feedback from clients, who testify to the studio’s credibility and highly satisfactory outcomes.

Instead of chasing other trends, Studio Fnt focuses on interweaving independent ideas and thoughts so as to continue to imbue its work with the quality and genuine authenticity it has become known for.

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