Aju
Aju Socks began in 1960 as International Nylon and has since led Korea’s sock manufacturing industry. With a commitment to quality and craftsmanship, the company has protected the feet of people around the world. Celebrating its 60th anniversary, Aju Socks refreshed its CI and set its vision toward becoming a 100-year company. Building on over six decades of dedication to sock production, the brand defined its history as its core value and developed the slogan “History of the Socks” to highlight this legacy through a renewed identity.
About B
B-cut draws inspiration from Aju’s six decades of history, dating back to the 1960s. With the letter “J” at the center, flanked by “A” and “U” in balance, the design symbolizes Aju’s unique heritage as a standard-bearer in the sock industry. The serif-based logotype, paired with a deep brown color palette, conveys confidence, timeless sophistication, and neutrality.
About A
A-cut translates Aju’s 60-year legacy into a bold yet flexible visual form, reflecting the physical qualities of socks — durability, softness, and elasticity. By integrating wave-like elements into the serif structure, the logo evokes comfort and material warmth. Rather than adapting an existing typeface, the design was developed as an original form, ensuring a distinctive identity that cannot be easily replicated. The result embodies both Aju’s heritage and its enduring confidence.
Bold future vs old authority
The final selection was driven by A-cut’s direct and intuitive form, which powerfully communicates brand identity while achieving strong visual presence. Its bold construction reinforces recognition and aligns with the company’s forward-looking image. In contrast, B-cut — while distinctive — relies on finer strokes and conveys a more traditional, somewhat authoritative tone. This made it less aligned with Aju’s desired positioning in today’s market.
