Sejong Center Rebranding Identity Renewal

brand identity system, corporate stationery, visual identity collateral, pattern design, geometric motif, horizontal striations, circular nodes, cerulean blue, cadmium yellow, burnt sienna, terracotta accent, achromatic foundation, black and white pattern, triadic color harmony, contemporary graphic design, Swiss design influence, minimalist aesthetic, studio photography, commercial still life, branded merchandise, disposable cups, ceramic mug, writing instruments, adhesive tape, envelope design, vertical typography, institutional identity, cultural organization branding, controlled lighting, shallow depth of field, matte paper texture, glossy ceramic finish, tabletop arrangement, diagonal composition, overlapping planes, graphic coherence, visual rhythm, systematic design, professional execution, refined presentation, coordinated materials, comprehensive identity system

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.