Sejong Center Rebranding Mamanu o le Faasinomaga Vaaia by Won Rak

Sejong Center Rebranding Mamanu o le Faasinomaga Vaaia by Won Rak is a highly esteemed winner of the very prestigious 2023 A' Design Award Ario in Mamanu Ata Fa'atusa Competition Category.

ArioAta Fa'atusa· 2023

Sejong Center Rebranding Mamanu o le Faasinomaga Vaaia

by Won Rak

Client: Sejong Center

A' Design Award Ario Winner in Ata Fa'atusa Category

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Verified Award Winner
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Colors

The Design

About Sejong Center Rebranding Mamanu o le Faasinomaga Vaaia

O le Toe Faʻafouina o le Sejong Center o se mamanu o le faasinomaga vaaia mo le Sejong Center for the Performing Arts, o se faalapotopotoga faitele na tatalaina i Seoul i le 1978. O le faasinomaga e ese mai le sitaili masani o logo a faalapotopotoga faitele a Korea. O le Hangul, le faiga tusitusi a Korea, o loo avea ma faailoga lava ia, ma o foliga o mataitusi ua tuufaatasia ma faailoga musika na maua mai poutu e ono o le fale. O mataitusi faapitoa na fausia, ofu o le aufaigaluega o le tulaga faafiafia ma se tusi lomia ua faalautele atu ai le faasinomaga i tala atu o le logo. O le mamanu ua tuufaatasia ai foliga tuai ma foliga fou i se faiga e tasi.

The Recognition

About the A' Design Award Ario

O le A' Design Award Ario na manumalo ai Sejong Center Rebranding Mamanu o le Faasinomaga Vaaia, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Sejong Center Rebranding Mamanu o le Faasinomaga Vaaia e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Sejong Center Rebranding Mamanu o le Faasinomaga Vaaia o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
Team Members: 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