Sejong Center Rebranding Visuell identitetsdesign by Won Rak

Sølv Grafikk · 2023

Sejong Center Rebranding Visuell identitetsdesign

by Won Rak

A' Design Award i Sølv 2023 in Grafikk
CLIENT: Sejong Center
Estimated Number of Design Views: 37,174
Verification code CDBA016AB3 · Verify this award

Visit Site View at A' Design Award Press Release

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About Sejong Center Rebranding Visuell identitetsdesign

Sejong Center Rebranding er en visuell identitetsdesign for Sejong Center for the Performing Arts, en offentlig institusjon som åpnet i Seoul i 1978. Identiteten beveger seg bort fra den vanlige logostilen til koreanske offentlige institusjoner. Hangul, det koreanske skriftsystemet, fungerer som selve symbolet, og bokstavformene er kombinert med musikalsk notasjon hentet fra bygningens seks søyler. Spesialdesignede skrifttyper, klær til scenepersonalet og en trykt bok utvider identiteten utover logoen. Designet forener gamle og nye former i ett system.

About the A' Design Award i Sølv

Sejong Center Rebranding Visuell identitetsdesign er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Sejong Center Rebranding Visuell identitetsdesign forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Sejong Center Rebranding Visuell identitetsdesign er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.

Press Kit

Unique Properties: Sejong Center for the Performing Arts is an old public institution that opened in Seoul in 1978. What is special about this identity design is that it tried to break away from the existing logo design of Korean public institutions.
These attempts are a new combination of old and recent, and Hangul itself serves as a symbol. In particular, the use of Hangul as a logo is a boldness that is rarely seen in Korea, and it is appealing to the younger generation as a new retro.
Tags: K-design, Sejong center, Rebranding, identity design, ShinShin, Type tailor, Hangul, Theatre Design, Korea logotype, Typography
Production Technology: The existing branding methodology for public institutions is divided into two in South Korea. First, a combination of symbols and readable but accessible words. Second, it is a way to use English only. Both were avoided and experimented with constantly to utilize the system and structure of Hangul. A very efficient branding template was created by expanding the form of consonants completed by combining Korean typography, and the guide's rules are apparent.
Design Challenge: At least in Korea, it is no exaggeration to say that the market for public institutions throughout the design industry, such as graphics and branding design, is the tomb of designers. In particular, designing logos using Hangul does not give a sophisticated impression to the Korean public. However, the Sejong Center for the Performing Arts set a precedent for achieving sufficient artistic and exemplary results through improvement of business procedures and dedication of the person in charge.
Research: Beyond simple logo redesign, various branding works have been carried out. First, customized typefaces were produced for future use, and costumes that overcame the difficulties of stage officials were also produced. In addition, a fairy tale book containing the stories of workers working silently behind the theater was created to organize contents other than the performance. It is meaningful to try various design forms with various senses of the image of this public institution.
Inspiration: Sejong Center combines Sejong, Culture, and Center in Korean. Sejong means sky, culture means people, and brown means land. This was applied to the design based on the philosophical logic of King Sejong, which was used to create Hangul. This is because it already used the name Sejong to honor King Sejong. In addition, it was combined with music scores around six pillars of the building to become a logo that can be played for a short time.
Project Duration: The project started in March 2021 and finished in August 2021, and was released in February 2022 at the Sejong Center for the Performing Arts in Gwanghwamun, Seoul, South Korea.
Operation Flow: This design is not only a good example of the branding of Korean public institutions, but also enough to promote the uniqueness of Korean concert halls to the world.
Unlike private companies, existing public institutions must be passive in branding because they must be easily accessible to the general public. However, if a new branding design is presented to the public first as an institution that provides culture and arts, it can be expected to improve the cultural level of society as a whole.