Hunexia Knowledge Wiki
KO EN
← Index

Hunexia Brand Identity Plan

brand active Owner brand-content-designer · Updated 2026-07-15 · Source Internal planning

Hunexia Brand Identity Plan

1. Document Overview

1.1 Title

Hunexia Brand Identity Plan

1.2 Purpose

This document defines the brand identity of the new company Hunexia with clarity, and establishes the standards to consistently build the company name, logo, symbol, slogan, color, typography, brand language, and extended brand system.

Hunexia is not simply an AI technology company. It is a brand that connects people and AI so they can collaborate naturally, and that expands the potential of individuals and organizations.

1.3 Scope

This plan is the reference document for the following work:

2. Brand Basics

2.1 Korean Brand Name

휴넥시아 (Hunexia)

2.2 English Brand Name

Hunexia

2.3 Composition of the Brand Name

Hunexia is a coined name that combines three concepts:

2.4 Meaning of the Brand Name

Hunexia means the connection point where people and AI meet.

The philosophy is that AI is not a technology that replaces people, but a collaboration partner that expands human judgment, experience, creativity, and capacity for work.

2.5 Core Brand Definition

Hunexia is an AI technology company that connects people and AI to enable better work and growth.

2.6 Core Brand Message

We connect AI to people, and expand human potential.

3. Brand Vision and Philosophy

3.1 Mission

Build the technology and experiences that let people and AI collaborate naturally.

3.2 Vision

Create an environment where anyone can work, learn, and grow better alongside AI.

3.3 Brand Philosophy

Hunexia prioritizes the problems and experiences of the people who use technology over the technology itself.

The purpose of adopting AI is not to exclude or replace people. It is to reduce repetitive work, support decision-making, and expand the capacity of individuals and organizations.

Hunexia builds environments where people and technology can work more effectively together through AI education, development automation, enterprise consulting, AI agents, and knowledge connection technology.

4. Core Values

4.1 Human First

Every technology and service starts from understanding and solving human problems.

4.2 Meaningful Connection

We meaningfully connect people and AI, people and organizations, and knowledge and work.

4.3 Practical Innovation

We pursue innovation that works in real practice and produces outcomes — not innovation for show.

4.4 Trust by Design

We treat security, transparency, verifiability, and responsible AI use as foundational principles in product and service design.

4.5 Grow Together

We aim to learn and grow together with our customers, users, and partners.

5. Brand Positioning

5.1 Positioning Statement

A human-centric AI collaboration, education, and technology solutions company.

5.2 Primary Business Areas

5.3 Primary Customers

5.4 Brand Differentiators

6. Slogan System

6.1 Primary Korean Slogan

사람의 가능성을 AI와 연결하다

6.2 Primary English Slogan

Connecting Human Potential with AI

6.3 Secondary Slogan Candidates

6.4 Slogan Usage Principles

The primary slogan is used consistently across company profiles, the website main page, business cards, and proposal covers.

Secondary slogans are used selectively by business area and medium.

7. Brand Personality

Hunexia's brand personality is defined by five keywords:

7.1 Desired Impressions

7.2 Impressions to Avoid

8. Logo Identity Plan

8.1 Logo Goals

The Hunexia logo should express connection, collaboration, expansion, and trust between people and AI in an intuitive and distinctive form.

8.2 Recommended Symbol Concepts

The Connection of H and X

Two Connected Nodes

People and AI Facing Each Other

A Structure of Continuous Growth

8.3 Top Recommendation

A symbol in which H (Human) and X (connection, expansion) form a single network structure.

The symbol should be recognizable as Hunexia on its own, and stay clear even at small sizes such as app icons or favicons.

8.4 Wordmark Direction

Recommended English spelling:

Hunexia

Use only the first letter capitalized to express both the professionalism of a technology company and the warmth of a human-centric brand.

An all-caps variant HUNEXIA may be used as a secondary form, but Hunexia is the primary default.

8.5 Logo Variants

The following logo set is produced:

8.6 Logo Usage Standards

9. Color System Plan

9.1 Color Direction

Hunexia must communicate both technical trust and human warmth.

9.2 Recommended Color Combinations

Primary Color: Deep Navy

Meaning:

Secondary Color: Bright Mint or Cyan

Meaning:

Accent Color: Soft Violet

Meaning:

9.3 Color System Components

9.4 Color Application Targets

10. Typography Plan

10.1 English Logo Font Direction

10.2 Korean Brand Font Candidates

10.3 Recommended Default Font

Pretendard or SUIT

Prioritize readability and versatility so it can be used across most media: website, company profile, proposals, training materials.

10.4 Font for Technical Content

For technical documents, code examples, and developer training material, JetBrains Mono is the primary choice.

10.5 Typography Standards

The website and documents share the same hierarchy.

11. Graphic System Plan

11.1 Graphic Motifs

11.2 Pattern Direction

Parts of the symbol are extended into repeating patterns.

Applications:

11.3 Icon Style

11.4 Image Style

Recommended imagery:

Images to avoid:

12. Brand Language System

12.1 Brand Tone and Voice

12.2 Recommended Phrasing

12.3 Phrasing to Avoid

12.4 Writing Principles

13. Brand Introductions

13.1 One-line Introduction

Hunexia is an AI technology company that connects people and AI to enable better work and growth.

13.2 Short Introduction

Hunexia builds the technology and experiences that let people and AI collaborate naturally. Through AI education, workplace automation, technology consulting, and AI agent solutions, we expand the potential of individuals and organizations.

13.3 Official Introduction

Hunexia is a human-centric AI technology company whose name carries the meaning of Human, Nexus, and AI. We believe AI is not a technology that replaces people, but a collaboration tool that expands human judgment, experience, and creativity. Through AI education, development automation, enterprise consulting, AI agents, and knowledge connection solutions, we create environments where people and technology can work more effectively together.

14. Brand Extension Structure

Note (2026-07-17): Hangar (hangar-tower.com, the first B2C product) has since been added as the fourth brand (endorsed structure). The current source of truth for sub-brands is [[company-subbrands]] (knowledge/company/subbrands.md). This plan is preserved as the original at the time of writing.

14.1 Master Brand

Hunexia

The central brand for every business and service of the company.

14.2 Initial Extended Brands

Hunexia Labs

Role:

Hunexia Academy

Role:

14.3 Future Extension Candidates

Hunexia Consulting

Enterprise AI adoption strategy, organizational transformation, workplace automation, technology consulting.

Hunexia Works

AI collaboration and productivity platform.

Hunexia Studio

AI-powered content, web services, and prototype production.

Hunexia Agents

Enterprise AI agent build and management platform.

14.4 Extension Principles

To concentrate brand awareness early on, only the following three are operated first:

Additional brands are introduced when the business and services are actually separated and expanded.

15. Brand Building Deliverables

15.1 Brand Strategy Deliverables

15.2 Visual Identity Deliverables

15.3 Brand Guide Deliverables

15.4 Business Application Deliverables

16. Execution Phases

Phase 1. Brand Verification

Main tasks:

Items to verify:

Phase 2. Brand Strategy Confirmation

Main tasks:

Phase 3. Logo Concept Development

Main tasks:

Phase 4. Visual Identity Confirmation

Main tasks:

Phase 5. Brand Guide Production

Main tasks:

Phase 6. Business Application

Priority production targets:

  1. Business card
  2. Email signature
  3. Company profile
  4. Proposal template
  5. Course slide template
  6. Website landing page
  7. Social profile image
  8. Favicon and app icon

Phase 7. Operations and Management

Main tasks:

17. Recommended File Structure

hunexia-brand/
├── 01-strategy/
│   ├── brand-definition.md
│   ├── mission-vision-values.md
│   ├── positioning.md
│   ├── target-audience.md
│   └── brand-message.md
├── 02-logo/
│   ├── master/
│   ├── horizontal/
│   ├── vertical/
│   ├── symbol/
│   ├── monochrome/
│   └── favicon/
├── 03-color/
│   ├── color-palette.md
│   └── design-tokens.json
├── 04-typography/
│   └── typography-guide.md
├── 05-graphics/
│   ├── patterns/
│   ├── icons/
│   └── images/
├── 06-guidelines/
│   ├── brand-guideline.pdf
│   ├── logo-guideline.md
│   └── tone-and-voice.md
├── 07-templates/
│   ├── business-card/
│   ├── company-profile/
│   ├── proposal/
│   ├── presentation/
│   ├── social-media/
│   └── email-signature/
└── 08-web/
    ├── favicon/
    ├── social-preview/
    └── design-system/

18. Key Decision Items

The following must be confirmed before brand design work begins:

19. Final Recommended Direction

Brand Name

Hunexia

Brand Definition

An AI technology company that connects people and AI to enable better work and growth.

Primary Slogan

Connecting Human Potential with AI

English Slogan

Connecting Human Potential with AI

Brand Positioning

A human-centric AI collaboration, education, and technology solutions company.

Symbol Direction

A symbol in which H (Human) and X (connection, expansion) form a single connection structure.

Color Direction

Deep Navy + Bright Mint + Soft Violet

Brand Personality

Professional, trustworthy, human-centric, practical, future-oriented.

Initial Brand Structure

20. Next-step Priorities

  1. Verify the Hunexia corporate name, trademark, and domains
  2. Confirm brand definition and core message
  3. Confirm the primary slogan
  4. Produce three logo and symbol concepts
  5. Compare two to three color palettes
  6. Confirm the final logo and visual identity
  7. Produce the brand guide
  8. Produce business card, company profile, and slide templates
  9. Apply across website and social channels
  10. Extend to Hunexia Labs and Hunexia Academy

Appendix. Key Requirements for the Logo Design Request

Brand name: Hunexia

Brand meaning:
A combination of Human + Nexus + AI — the connection point where people and AI meet.

Brand philosophy:
AI is not about replacing people; it is about expanding human judgment, experience, creativity, and work capacity.

Core keywords:
Human-centered, Connection, Collaboration, Intelligence, Trust, Growth

Symbol direction:
Combine H and X, and express a structure in which two entities meet at a central connection point.

Desired impression:
Professional, trustworthy, human-centric, modern, practical, future-oriented.

Directions to avoid:
Robot heads, brain shapes, simple use of the infinity symbol, neon cyberpunk, overly cold imagery, generic AI logos.

Recommended colors:
Deep Navy, Bright Mint, Soft Violet.

Required logo formats:
English horizontal, Korean horizontal, vertical, symbol only, monochrome, inverted, favicon, app icon.

Related documents

brand active

Brand Tone and Voice

The voice and attitude every deliverable (documents, content, UI, agent responses) must share. Recommended and avoided phrasing, and the human-first principle.
company active

Company Overview

Hunexia's identity, mission, vision, core values, and positioning. The company definition that anchors every activity.
company active

Sub-brand Structure

The sub-brand system under the Hunexia master brand: Labs (research and automation), Academy (education), and Hangar (first B2C product). Each role and the B2C exposure rules.