tossOriginal articleCreating Toss's new face (opens in new tab)
Toss redesigned its brand persona graphics to transition from simple, child-like icons to more professional and inclusive human figures that better represent the brand's identity. This update aims to project a more trustworthy and intelligent image while ensuring the visual language is prepared for a global, multi-cultural audience. By balancing iconic simplicity with diverse representation, the new design system maintains brand consistency across various screen sizes and service contexts. ### Refining Proportions for Professionalism * The team adjusted the vertical facial ratio to move away from a "child-like" impression, finding a balance that suggests maturity and intelligence without losing the icon's friendly nature. * The placement of the eyes, nose, and mouth was meticulously tuned to maintain an iconic look while increasing the perceived level of trust. * Structural improvements were made to the body, specifically refining the curves where the neck and shoulders meet to eliminate the unnatural "blocky" feel of previous versions. * A short turtleneck was selected as the default attire to provide a clean, professional, and sophisticated look that works across different UI environments. ### Achieving Gender-Neutral Hairstyles * The design team aimed for "neutrality" in hair design to prevent the characters from being categorized into specific gender roles. * Several iterations were tested, including high-density detailed styles (which were too complex) and simple line-separated styles (which lacked visual density when scaled up). * The final selection focuses on a clean silhouette that follows the head line while adding enough volume to ensure the graphic feels complete and high-quality at any size. ### Implementing Universal Skin Tones and Diversity * To support Toss's expansion into global markets, the team moved away from a single skin tone that could be interpreted as a specific race. * While a "neutral yellow" (similar to standard emojis) was considered, it was ultimately rejected because it felt inconsistent and jarring when displayed in larger formats within the app. * Instead of a single "neutral" color, the team defined a palette of five distinct skin tones based on universal emoji standards. * New guidelines were established to mix these different skin tones in scenes with multiple characters, fostering a sense of inclusivity and representation that reflects a diverse user base. The evolution of the Toss persona illustrates that as a service grows, its visual language must move beyond simple aesthetics to address broader values like trust and inclusivity. Moving forward, the design system will continue to expand to ensure that no user feels excluded by age, gender, or race.
