A bilingual brand identity for a Korean language educator — logo, product design, and an interactive cultural guide built around the philosophy that real fluency beats textbook rules.
BKT (Bad Korean Teacher) is a brand built for a Korean language teacher whose approach favors real-life fluency over textbook rules — how people actually speak, and how emotion, humor, and culture shape every sentence. The name plays on that philosophy, challenging rigid learning in favor of curiosity and imperfection.
The logo pairs bold Roman letters with Hangul characters that phonetically spell out 'B-K-T' — reading as an acronym to Korean speakers and as authentic Korean script to English speakers, mirroring the experience of learning a new language: moving from mystery to meaning.
The identity system extended across a full range of applications, including an interactive PDF guide, 'The Unspoken Rules of Korea,' designed as a mobile-friendly cultural companion for travelers and long-term residents alike — plus business cards, apparel, patches, and brand collateral.
