MyLOTTE is a typeface exclusively designed for the world-class duty free shop LOTTE DFS and aims to enhance its brand identity, and differentiate itself among many corporate fonts.
The font reinterprets the origami pattern, LOTTE DFS’s brand identity, in line with the forms and traits of Korean and English graphemes. Hidden motifs of soaring diagonal lines accentuate LOTTE DFS’s adventurous corporate image. MyLOTTE Font’s identity is aptly shown in rising oblique lines at the upper parts of the stem and in the detail of the parts where the lines meet, which are shaped with folds and carvings that create a unique expression.
The font’s modern concept is magnified with a visual flow line placed above halfway, while ensuring high legibility through the organic emphasis of a horizontal writing system. The font is designed for Korean and English languages with four widths (light, regular, medium, and bold), and creates visual congruence even when writing in multiple languages.
MyLOTTE Typeface is expected to allow LOTTE DFS to communicate more effectively with its users across various mediums.