LINE SCALE UP

Identity development for LINE Thailand’s startup growth programme, explored through four evolving forms, applications, materials and motion.

Identity
3D
Motion

Diagonal S · Black ceramic

Four initial directions.

An open identity for experimentation, growth and market access.

Scale Spark. Initial symbol direction — Scale Spark
An S-shaped form with a central spark.

Open Pathways. Initial symbol direction — Open Pathways
One entry point, multiple directions.

Seed to Scale. Initial symbol direction — Seed to Scale
A seed growing into a larger system.

Field Lab. Initial symbol direction — Field Lab
A space to test, refine and scale.

Modular Scale Spark · Application development — Scale Spark

Badge application study — Badge

T-shirt application study — T-shirt

Demo Day stage concept

Five Spark directions.

Five Spark variants, tested in wordmarks, badges and outdoor graphics.

Cluster — 01 / 05Cluster

Impulse — 02 / 05Impulse

Orbit — 03 / 05Orbit

Emblem — 04 / 05Emblem

Fusion — 05 / 05Fusion

Wordmark lockups

Wordmark lockup

Event badges

Impulse · Event badge application study — Badges · Impulse and Fusion

Fusion · Event badge application study — Badges · Impulse and Fusion

Outdoor applications

Cluster · Outdoor application study — Billboard

Four current forms.

Open Spark — Open Spark
Two open ribbons around a central diamond.

Diagonal S — Diagonal S
Two parts define an S-shaped counterform.

Asymmetric Spark — Asymmetric Spark
Unequal rays create directional energy.

Inner Spark — Inner Spark
A Spark defined by its inner counterform.

Open Spark

Diagonal S

Asymmetric Spark

Inner Spark

In application.

Event badges and digital screens.

Open Spark

Open Spark identity applied to an event badge. — Event badge

Open Spark identity on a digital screen. — Digital screen

Diagonal S

Diagonal S identity applied to an event badge. — Event badge

Diagonal S identity on a digital screen. — Digital screen

Asymmetric Spark

Asymmetric Spark identity applied to an event badge. — Event badge

Asymmetric Spark identity on a digital screen. — Digital screen

Inner Spark

Inner Spark identity applied to an event badge. — Event badge

Inner Spark identity on a digital screen. — Digital screen

Inside Diagonal S.

The silhouette and its central counterform.

Full silhouette

Central counterform

Open Spark in brushed silver — Open Spark
Brushed silver

Diagonal S in black ceramic — Diagonal S
Black ceramic

Asymmetric Spark in black ceramic — Asymmetric Spark
Black ceramic

Inner Spark in frosted sage glass — Inner Spark
Frosted sage glass

Earlier comparison of four forms in glass, ceramic and polished mineral

Earlier comparison of frosted mint, luminous lime and glass controls

Black ceramicFive materials · Front view

Close-up of the walnut surface and edge. — Walnut

Close-up of the black ceramic surface and edge. — Black ceramic

Close-up of brushed silver grain and the curved edge. — Brushed silver

Close-up of dark stone veins and the curved edge. — Dark stone

Close-up of the frosted sage glass surface and edge. — Frosted sage glass

Close-up of the white ceramic surface and bevelled junction. — White ceramic

Material close-ups4.5 seconds · 4K / 60 fps

Material orbit8-second loop · 4K / 60 fps