Daum communication planned a CI renewal to strengthen its leadership position in the fast-paced, competitive, and growing IT market. Unfortunately the newly designed CI was not put into use for reasons unknown. However, the exclusive typography that was developed in the process of building the new CI was saved for extensive application. The typeface is called ‘Daum’, which was designed with simple yet graceful curves to ease the reader’s eyes. The typeface has high legibility and is suitable for both digital and print usage. We believe this timeless and well-designed typeface will provide convenience to many designers and users for years to come.