O2 was developed to bring the joy and mystery of science to students and uses its cover design to immediately illustrate that purpose. O2’s symbol highlights the brand’s place in Korean science education by employing consonants from the Korean alphabet. The symbol is applied to the same location on all textbook covers to present O2’s identity with both consistency and continuity. As a result, this identity is conveyed by various other promotional products carrying the symbol for O2 customers.
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