Sejong Center Rebranding Design dell'identità visiva by Won Rak

Argento Grafica · 2023

Sejong Center Rebranding Design dell'identità visiva

by Won Rak

A' Design Award d'Argento 2023 in Grafica
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 Design dell'identità visiva

Il rebranding del Sejong Center è un progetto di identità visiva per il Sejong Center for the Performing Arts, istituzione pubblica inaugurata a Seoul nel 1978. L'identità si allontana dal consueto stile di logo delle istituzioni pubbliche coreane. L'Hangul, il sistema di scrittura coreano, funge da simbolo stesso, e le forme delle lettere si combinano con una notazione musicale ricavata dai sei pilastri dell'edificio. Caratteri tipografici su misura, l'abbigliamento del personale di scena e un libro a stampa estendono l'identità oltre il logo. Il progetto unisce forme antiche e contemporanee in un unico sistema.

About the A' Design Award d'Argento

Sejong Center Rebranding Design dell'identità visiva ha vinto l'A' Design Award d'Argento, un riconoscimento enormemente prestigioso conferito a design di fascia alta, splendidi e impressionanti. I vincitori d'Argento sono opere tremendamente brillanti ed estremamente creative che illustrano l'eccezionale competenza, il talento e l'acume dei loro designer. Ci si aspetta che Sejong Center Rebranding Design dell'identità visiva sia un'opera meravigliosa, una vetrina di eccellenza, notevolmente professionale e profondamente innovativa. Questo design vincitore dell'A' Design Award d'Argento è un'invenzione molto notevole e ammirata che giova ai confini dell'arte, della scienza, del design e della tecnologia e li fa avanzare. Sejong Center Rebranding Design dell'identità visiva è una creazione molto invidiata che evoca desideri, porta sentimenti positivi e accende meraviglia e stupore.

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.