Won Rak ᱨᱮᱱᱟᱜ Sejong Center Rebranding ᱧᱮᱞ ᱩᱯᱩᱨᱩᱢ ᱰᱤᱡᱟᱭᱤᱱ (ᱵᱷᱤᱡᱩᱣᱟᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱰᱤᱡᱟᱭᱤᱱ) ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2023 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱜᱨᱟᱯᱷᱤᱠ· 2023
Sejong Center Rebranding ᱧᱮᱞ ᱩᱯᱩᱨᱩᱢ ᱰᱤᱡᱟᱭᱤᱱ (ᱵᱷᱤᱡᱩᱣᱟᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱰᱤᱡᱟᱭᱤᱱ)
Won Rak ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Sejong Center
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#146646 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Sejong Center Rebranding ᱧᱮᱞ ᱩᱯᱩᱨᱩᱢ ᱰᱤᱡᱟᱭᱤᱱ (ᱵᱷᱤᱡᱩᱣᱟᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱰᱤᱡᱟᱭᱤᱱ) ᱵᱟᱵᱚᱛ ᱛᱮ
ᱥᱮᱡᱚᱝ ᱥᱮᱱᱴᱟᱨ ᱨᱤᱵᱽᱨᱟᱱᱰᱤᱝ ᱫᱚ ᱥᱮᱡᱚᱝ ᱥᱮᱱᱴᱟᱨ ᱯᱷᱚᱨ ᱫᱤ ᱯᱟᱨᱯᱷᱚᱨᱢᱤᱝ ᱟᱨᱴᱥ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱧᱮᱞ ᱩᱯᱩᱨᱩᱢ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ, ᱚᱱᱟ ᱫᱚ ᱁᱙᱗᱘ ᱥᱮᱨᱢᱟ ᱨᱮ ᱥᱤᱭᱚᱞ ᱨᱮ ᱡᱷᱤᱡᱽ ᱟᱠᱟᱱ ᱢᱤᱫ ᱡᱟᱹᱛᱤᱭᱟᱹᱨᱤ ᱛᱷᱟᱯᱚᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱩᱯᱩᱨᱩᱢ ᱫᱚ ᱠᱚᱨᱤᱭᱟ ᱨᱮᱭᱟᱜ ᱡᱟᱹᱛᱤᱭᱟᱹᱨᱤ ᱛᱷᱟᱯᱚᱱ ᱠᱚᱣᱟᱜ ᱥᱟᱫᱷᱟᱨᱚᱱ ᱞᱚᱜᱚ ᱫᱷᱟᱹᱨᱛᱤ ᱠᱷᱚᱱ ᱮᱴᱟᱜ ᱛᱮᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ᱾ ᱦᱟᱝᱜᱩᱞ, ᱠᱚᱨᱤᱭᱟ ᱨᱮᱭᱟᱜ ᱚᱞ ᱛᱚᱦᱚᱨ, ᱟᱡ ᱛᱮᱜᱮ ᱪᱤᱱᱦᱟᱹ ᱞᱮᱠᱟᱛᱮ ᱠᱟᱹᱢᱤ ᱠᱮᱫᱟ, ᱟᱨ ᱟᱠᱷᱚᱨ ᱨᱚᱠᱚᱢ ᱠᱚ ᱫᱚ ᱚᱲᱟᱜ ᱨᱮᱭᱟᱜ ᱛᱩᱨᱩᱭ ᱠᱷᱩᱴᱤ ᱠᱷᱚᱱ ᱦᱟᱛᱟᱣ ᱟᱠᱟᱱ ᱥᱮᱨᱮᱧ ᱪᱤᱱᱦᱟᱹ ᱥᱟᱶ ᱢᱮᱥᱟ ᱟᱠᱟᱱᱟ᱾ ᱠᱟᱥᱴᱚᱢ ᱴᱟᱭᱯᱯᱷᱮᱥ ᱠᱚ, ᱢᱟᱸᱪ ᱠᱟᱹᱢᱤᱦᱚᱲ ᱠᱚᱣᱟᱜ ᱞᱩᱜᱽᱲᱤ ᱟᱨ ᱢᱤᱫ ᱪᱷᱟᱯᱟ ᱯᱩᱛᱷᱤ ᱛᱮ ᱱᱚᱶᱟ ᱩᱯᱩᱨᱩᱢ ᱫᱚ ᱞᱚᱜᱚ ᱠᱷᱚᱱ ᱥᱟᱸᱜᱮ ᱥᱮᱛᱮᱨ ᱟᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱢᱟᱨᱮ ᱟᱨ ᱱᱟᱶᱟ ᱨᱚᱠᱚᱢ ᱠᱚ ᱢᱤᱫ ᱴᱮᱱ ᱥᱤᱥᱴᱚᱢ ᱨᱮ ᱡᱚᱲᱟᱣ ᱟᱠᱟᱫᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Sejong Center Rebranding ᱧᱮᱞ ᱩᱯᱩᱨᱩᱢ ᱰᱤᱡᱟᱭᱤᱱ (ᱵᱷᱤᱡᱩᱣᱟᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱰᱤᱡᱟᱭᱤᱱ) ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Sejong Center Rebranding ᱧᱮᱞ ᱩᱯᱩᱨᱩᱢ ᱰᱤᱡᱟᱭᱤᱱ (ᱵᱷᱤᱡᱩᱣᱟᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱰᱤᱡᱟᱭᱤᱱ) ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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. - ᱴᱮᱜ ᱠᱚ
- K-design, Sejong center, Rebranding, identity design, ShinShin, Type tailor, Hangul, Theatre Design, Korea logotype, Typography
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- 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.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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. - ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Copyright (C) Sejong Center for the Performing Arts. All rights reserved.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Identity Design: ShinShin (Haeok Shin, Donghyeok Shin)
Typeface Design: Type Tailor (Heejae Yang, Sooyoung Jang)
Motion Graphic: Junguk Byun
Book Design: ShinShin (Haeok Shin, Donghyeok Shin)
Book Illustration: Etoffe (Nayoung Lee)
Book Playwright: Jeongeun Hwang
Fashion Design: Halominium (Yumi Lee)
Photography: Studio Dosi (Shinyoung Park, Kyuho Shim)
Fashion Film: Studio Dosi (Shinyoung Park, Kyuho Shim)
Project Executive Team Leader: Kyunga Moon, Seokkyung Kim
Art Director: Rak Won
Brand Manager: Yujin Bae, Jaeeun Kwon, Byunghun Choi
Fashion PM: Hyejin Jee
Publication PM: Youngji Kang
Web PM: Youngji Kang, Hyejung Lee
Identity Application Design: Gyeongsu Kim, Yongjin Kim
MD Design: Gyeongsu Kim, Yongjin Kim
Branding Story Documentary Film: Jeonga Yoo, Jeonghun Kim, Seowoo Kim
ᱥᱯᱚᱱᱥᱚᱨᱰ
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