Sejong Center Rebranding

Identity Renewal for Sejong Center

The 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 the old and the recent, and Hangul itself serves as a symbol. In particular, the use of Hangul as a logo is appealing to the younger generation as a new retro with boldness that is rarely seen in South Korea. In addition, beyond the logo, it was designed with various senses through typefaces, clothes, and books.

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Download Press Kit № 146646 Identity Renewal for Sejong Center by Sejong Center to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Sejong Center Rebranding by Sejong Center

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Identity Renewal by Sejong Center

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Sejong Center Sejong Center Rebranding

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Sejong Center Identity Renewal

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Sejong CenterBrand Logo

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Sejong Center Rebranding Identity Renewal Press Releases

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Sejong Center Rebranding Identity Renewal Media Articles

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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.

Project Overview

Sejong Center Rebranding Identity Renewal has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Image Credits

For design images and photos please credit Sejong Center.

Silver Recognition

Sejong Center was recognized with the coveted Silver A' Design Award in 2023, a testament to excellence of their work Sejong Center Rebranding Identity Renewal.

Sejong Center Press Releases

Access a rich repository of press releases on Sejong Center, offered to press and media professionals for unrestricted use in their stories. Immediate access is granted to 1 press releases for all journalists.

Sejong Center Unveils New Identity Renewal with Bold Hangul Logo

Seoul, South Korea - February 2022 - Sejong Center for the Performing Arts presents a groundbreaking rebranding initiative, departing from traditional Korean public institution logos, with a focus on King Sejong's philosophical logic and the innovative use of Hangul.

Sejong Center Newsroom

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