The goal of the project is to break away from the image of a LOTTE affiliate and build a unique and irreplaceable identity of Lotte World Tower. A brand logo representing Lotte World Tower was designed using the building's shape or wordmark.

By utilizing the characteristics of cultural complexes, the process is carried out by designally connecting trendy effects and spatial elements of various functions.
Furthermore, the final goal is to design the brand so that it can become a symbolic landmark representing Korea.