Studio Dragon

Studio Dragon Brand Identity

Following the success of a refreshed brand positioning and visual identity for parent company CJ ENM, MMBP & Associates were engaged to re-brand Korea’s largest drama production company, Studio Dragon. Paying close attention to the legacy of this beloved brand, MMBP & Associates created a new logo and visual system fit for a full array of digital and physical applications.


MMBP & Associates developed a primary logo that is both distinctive and modern while paying homage to the brand’s namesake. The lowercase letters within “Dragon” make abstract reference to the mystical creature, as seen in the sharp indentations in the construction of the letters, while the uppercase “Studio” safeguards the logo’s legibility.

Heritage Symbol 

Used in corporate applications and collateral, the Dragon Heritage Symbol is a contemporary take on the company’s earliest logo, now set to a grid and made more versatile for a variety of applications, physical and digital. The inclusion of the colour red imbues the symbol with added visual and metaphoric energy, and the introduction of the CJ ENM glyph in the O reinforces Studio Dragon’s important place within its parent company’s history and culture.


Colour Palette 

MMBP & Associates evolved the original Studio Dragon blue, deepening it to convey authority and confidence. The new navy colour embodies the strength of ingenuity that powers Studio Dragon; indeed it is the studio’s ultimate mission to conquer the world of global entertainment. Blue is also the world’s most beloved colour, a nod to Studio Dragon’s universal content, enjoyed by the whole family and across cultures. 

Graphic Devices 

Used for content and brand-focused communications, the Studio Dragon brand pattern employs abstracted overlays of the Dragon Heritage Symbol, while the Dragon Heritage Artwork showcases a tight crop of the Dragon Heritage symbol.