Creating Toss's New Face

In line with the growth of its services, Toss has newly defined character-shaped graphics that go beyond the existing emoji-based graphics to better convey the brand's attitude and personality.

To overcome the limitations of the existing graphics, Toss set two key directions. The first is strengthening 'Toss-likeness,' and the second is securing 'diversity' that considers the global market and multicultural environments.

To improve brand trust, the following design elements were refined:

• Facial proportions: To move away from the previous youthful impression, the placement of the eyes, nose, and mouth was subtly adjusted to build an intelligent and trustworthy impression.
• Form and attire: The connection between the neck and shoulders was naturally refined, and a turtleneck that conveys a neat and professional feel was adopted as the default attire.

To realize inclusive values, neutral designs were applied:

• Gender-neutral hair: A gender-neutral hairstyle with a tidy silhouette was developed so as not to lean toward a specific gender.
• Diverse skin tones: Moving away from a single color, 5 skin tones referencing emoji skin tone options were defined so that anyone can see themselves reflected.

Toss plans to continue expanding neutral and inclusive graphics free of bias regarding race, gender, and age going forward.