Fursys Rebuilds Its Identity Around a Single Corner Motif

How One Corner Holds a Whole Identity

Porto Rocha's new identity for Fursys, the Korean workplace maker founded in 1983, builds the whole system on one geometric unit called The Corner. The case study shows how that unit shapes the wordmark, the symbol, a custom sans face with Latin and Korean character sets, and even a binder with a square notch cut from its side. Colour is kept tight, with white on black, a refreshed red and flat blue and green blocks doing most of the work.

For brand builders, the piece is a clear example of a legacy company using its history as a working method rather than a nostalgic gesture. It is worth a read for anyone managing a multi-market identity, since the bilingual type approach and the touchpoint rollout from stationery to delivery trucks are practical to study. Designers and strategists working on heritage brands should look closely at how one repeated device can keep a large system coherent.