Children are deeply influenced by the characters they encounter from a young age. However, in Korea, many characters still reflect gender-stereotyped roles and traits. Through surveys with caregivers and children, I explored how these representations affect early perceptions. Based on these insights, I designed characters that offer more diverse and inclusive personalities beyond fixed gender roles.
Background
Starting from a critical view of gender-stereotyped roles in the Korean character industry, I conducted a survey with 90 people who care for children, including parents and teachers, to inform the development of well-rounded and inclusive character personalities. One of the main question was, "What kind of female/male character do you want for children?"
The responses revealed recurring traits and values, which I distilled into visual keywords to guide the character design process. Notably, many participants expressed a desire for more diverse and leading roles for female characters, along with increased female representation overall. For male characters, they favored a smaller number of appearances, often with softer, more nurturing, or emotionally expressive traits suggesting a shift away from traditional masculinity.
Character Design
Based on the survey responses, I designed six characters, each with distinct personalities. While I specified their gender, I intentionally avoided using stereotypical visual cues such as long eyelashes for female characters in order to promote diversity and prevent visual assumptions.
Strong Asiatic Black Bear, Dal
Dal, the eldest of the Rainbow Friends, is quiet but the strongest. Her honesty and loyalty help keep the group united and harmonious.
Shy patissier, Rang
It always smells sweet at the home of Rang, a shy little tiger who loves baking. His favorite thing is inviting Rainbow Friends over, sharing delicious cakes, and seeing their happy faces.
Little Explorer, Noori
Noori is a curious little explorer who always carries a magnifying glass. She often takes the lead with her strong sense of fairness and natural leadership.
Little Soccer Player, Sol
Sol is a cheerful young badger who dreams of becoming a great soccer player. She’s playful and bold, always bouncing back from mistakes with a smile.
Smart Engineer, Bibi
Bibi is a brilliant little inventor who can build anything. She may be introverted, but she’s always ready to help and that’s why everyone loves her.
Baby Robot, Rutti
Rutti is a baby robot made by Bibi, inspired by a special fruit from Rainbow Village. Though still learning, Rutti sometimes surprises everyone with mysterious powers.
Identity Design
The visual identity of Rainbow Friends was designed to reflect the project’s core values diversity, inclusivity, and emotional connection. Each element, from logo to typography to character visuals, works together to create a cohesive brand system that celebrates individuality while fostering a sense of belonging.
Logo
To express the idea of harmony among characters of various colors, I named the brand Rainbow Friends, using the rainbow as a metaphor for diversity. The arch symbol in the logo represents both a rainbow and a bridge conveying the message of connection, unity, and mutual support.
Typography
Since the brand targets children, I chose a typeface with soft, rounded corners to create a warm, familiar tone that matches the brand’s playful character.
Character Identity
Each character is designed with distinct colors and graphical elements that reflect their unique personality.
