raam.works - Toss Brand Identity Refinement

Toss Brand Identity Refinement

To support the continuous growth and expansion of the Toss brand, I conducted a comprehensive review of the existing brand identity and led a refinement focused on improving usability and scalability. I refined the symbol and wordmark to achieve greater clarity and visibility, and redefined the brand color system to perform consistently across both digital and physical environments.

As the business expanded, I restructured the brand hierarchy to clearly define the relationships between newly established affiliates and sub-brands. To enable more consistent and efficient brand management and usage across internal teams and external partners, I developed a library-based system for brand identity assets and guidelines. This project was driven by Toss’s rapid growth at the time, with a focus on preserving the core essence of the brand while establishing a clear, scalable, and systemized brand identity framework.