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

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.