Silver Graphics, Illustration and Visual Communication Design · 2023
Sejong Center Rebranding Identity Renewal
by Won Rak
- A' Design Award 2023 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2023
- CLIENT: Sejong Center
- Estimated Number of Design Views: 36,802
- Verification code CDBA016AB3 · Verify this award
About Sejong Center Rebranding Identity Renewal
Sejong Center Rebranding is a visual identity design for the Sejong Center for the Performing Arts, a public institution opened in Seoul in 1978. The identity moves away from the usual logo style of Korean public institutions. Hangul, the Korean writing system, serves as the symbol itself, and the letterforms are combined with musical notation drawn from the six pillars of the building. Custom typefaces, stage staff clothing and a printed book extend the identity beyond the logo. The design joins old and recent forms in one system.
This distinguished presentation of coordinated visual identity materials exemplifies the sophisticated approach to institutional branding that characterizes contemporary cultural organization communication strategies. The work demonstrates how a comprehensive identity system functions through consistent application across diverse material substrates and object typologies, from ephemeral disposable cups to permanent ceramic vessels, from flat paper stationery to dimensional tape dispensers. The underlying pattern vocabulary, consisting of horizontal bands punctuated by vertical markers and circular elements, suggests an abstracted interpretation of architectural or musical notation systems, perhaps referencing the performative and structural nature of a cultural arts venue. The chromatic discipline evident throughout reveals strategic thinking about brand recognition and emotional resonance, with the energetic yellow conveying accessibility and creative vitality, the contemplative blue suggesting cultural depth and institutional stability, while the warm terracotta accent introduces human warmth and artistic passion. Technical execution demonstrates mastery of commercial photography conventions, with precise exposure control, considered depth of field management, and thoughtful shadow manipulation creating dimensional interest while maintaining focus on the identity elements themselves. The arrangement invites contemplation of how institutional presence manifests through quotidian objects and everyday interactions, transforming mundane materials into ambassadors of cultural mission. One might observe how the curved patterned surface creates visual dialogue between two-dimensional graphic systems and three-dimensional architectural form, potentially referencing the physical spaces where performances and exhibitions occur. The viewer is invited to consider how such comprehensive identity thinking shapes perception of cultural institutions and their role within community life.
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.
- 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. - 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.
- Patents
- Copyright (C) Sejong Center for the Performing Arts. All rights reserved.