KOREA
KOREA
KOREA
Communication Arts 2025 | Design Annual
Communication Arts 2025 | Design Annual
Young Ones | Branding Systems / Identities, Digital
Young Ones | Branding Systems / Identities, Digital
PROJECT OVERVIEW
PROJECT OVERVIEW
PROJECT OVERVIEW
Redefine South Korea’s global image by addressing the perception gap between its modern, urban identity and its rich cultural heritage. The goal is to attract a wider range of travelers seeking a more diverse and authentic experience.
Redefine South Korea’s global image by addressing the perception gap between its modern, urban identity and its rich cultural heritage. The goal is to attract a wider range of travelers seeking a more diverse and authentic experience.
Redefine South Korea’s global image by addressing the perception gap between its modern, urban identity and its rich cultural heritage. The goal is to attract a wider range of travelers seeking a more diverse and authentic experience.
PROBLEM
PROBLEM
PROBLEM
Despite global fame for K-pop and tech, many travelers have a limited view of South Korea, focusing only on its modern, urban side and overlooking its rich history, nature, and culture. This can turn away travelers looking for a broader experience.
Despite global fame for K-pop and tech, many travelers have a limited view of South Korea, focusing only on its modern, urban side and overlooking its rich history, nature, and culture. This can turn away travelers looking for a broader experience.
Despite global fame for K-pop and tech, many travelers have a limited view of South Korea, focusing only on its modern, urban side and overlooking its rich history, nature, and culture. This can turn away travelers looking for a broader experience.
SOLUTION
SOLUTION
SOLUTION
Branding showcasing South Korea’s rich history, nature, and culture alongside its modern achievements, offering a more diverse and authentic experience to attract a wider range of travelers.
Branding showcasing South Korea’s rich history, nature, and culture alongside its modern achievements, offering a more diverse and authentic experience to attract a wider range of travelers.
Branding showcasing South Korea’s rich history, nature, and culture alongside its modern achievements, offering a more diverse and authentic experience to attract a wider range of travelers.
01
01
01
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
BRAND POSITIONING
BRAND POSITIONING
BRAND POSITIONING
With a vibrant tourism scene and a blend of tradition and innovation, South Korea is the go-to destination for unforgettable experiences.
With a vibrant tourism scene and a blend of tradition and innovation, South Korea is the go-to destination for unforgettable experiences.
With a vibrant tourism scene and a blend of tradition and innovation, South Korea is the go-to destination for unforgettable experiences.
CORE VALUES
CORE VALUES
CORE VALUES
South Korea gives travelers culture, entertainment, and meaningful experiences that create lasting memories.
South Korea gives travelers culture, entertainment, and meaningful experiences that create lasting memories.
South Korea gives travelers culture, entertainment, and meaningful experiences that create lasting memories.
DESIGN PRINCIPLE
DESIGN PRINCIPLE
DESIGN PRINCIPLE
We blend rich history with modern needs, creating a dynamic experience for today’s audience.
We blend rich history with modern needs, creating a dynamic experience for today’s audience.
We blend rich history with modern needs, creating a dynamic experience for today’s audience.
70%
PRIMARY EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY
EXPLORER
70%
PRIMARY
EXPLORER
02
02
02
IDENTITY SYSTEM
IDENTITY SYSTEM
IDENTITY SYSTEM
PRIMARY LOGO
PRIMARY LOGO
PRIMARY LOGO
DESIGN INFLUENCE
DESIGN INFLUENCE
DESIGN INFLUENCE
The logo draws inspiration from Hangul, the Korean writing system created under King Sejong’s vision to make literacy accessible to all. Hangul’s design is both scientific and symbolic - its consonants are based on the shapes of speech organs, and its vowels reflect the harmony between sky, earth, and humanity.
The logo draws inspiration from Hangul, the Korean writing system created under King Sejong’s vision to make literacy accessible to all. Hangul’s design is both scientific and symbolic - its consonants are based on the shapes of speech organs, and its vowels reflect the harmony between sky, earth, and humanity.
The logo draws inspiration from Hangul, the Korean writing system created under King Sejong’s vision to make literacy accessible to all. Hangul’s design is both scientific and symbolic - its consonants are based on the shapes of speech organs, and its vowels reflect the harmony between sky, earth, and humanity.
Just as Hangul was built for universal understanding, the logo reimagines its history and geometric principles through English letterforms, creating a modern mark for universal clarity.
DYNAMIC SYSTEM
DYNAMIC SYSTEM
DYNAMIC SYSTEM
DYNAMIC SYSTEM
DYNAMIC SYSTEM
DYNAMIC SYSTEM
The symbols are abstracted designs inspired by Korea’s traditional clothing, the Hanbok. This attire features clean lines accented with vibrant colors and intricate patterns, reflecting the customs, values, and lifestyles of ancestral Koreans. The symbols specifically draw from patterns that were printed or handcrafted on Hanbok worn by rulers and aristocrats.
The symbols are abstracted designs inspired by Korea’s traditional clothing, the Hanbok. This attire features clean lines accented with vibrant colors and intricate patterns, reflecting the customs, values, and lifestyles of ancestral Koreans. The symbols specifically draw from patterns that were printed or handcrafted on Hanbok worn by rulers and aristocrats.
The symbols are abstracted designs inspired by Korea’s traditional clothing, the Hanbok. This attire features clean lines accented with vibrant colors and intricate patterns, reflecting the customs, values, and lifestyles of ancestral Koreans. The symbols specifically draw from patterns that were printed or handcrafted on Hanbok worn by rulers and aristocrats.
The symbols are abstracted designs inspired by Korea’s traditional clothing, the Hanbok. This attire features clean lines accented with vibrant colors and intricate patterns, reflecting the customs, values, and lifestyles of ancestral Koreans. The symbols specifically draw from patterns that were printed or handcrafted on Hanbok worn by rulers and aristocrats.
The symbols are abstracted designs inspired by Korea’s traditional clothing, the Hanbok. This attire features clean lines accented with vibrant colors and intricate patterns, reflecting the customs, values, and lifestyles of ancestral Koreans. The symbols specifically draw from patterns that were printed or handcrafted on Hanbok worn by rulers and aristocrats.
The symbols are abstracted designs inspired by Korea’s traditional clothing, the Hanbok. This attire features clean lines accented with vibrant colors and intricate patterns, reflecting the customs, values, and lifestyles of ancestral Koreans. The symbols specifically draw from patterns that were printed or handcrafted on Hanbok worn by rulers and aristocrats.
COLOR PALETTE
COLOR PALETTE
COLOR PALETTE
The colors are inspired by Dancheong, the traditional Korean decorative coloring on wooden buildings and artifacts.
The colors are inspired by Dancheong, the traditional Korean decorative coloring on wooden buildings and artifacts.
The colors are inspired by Dancheong, the traditional Korean decorative coloring on wooden buildings and artifacts.
03
03
03
APPLICATIONS
APPLICATIONS
APPLICATIONS
04
04
04
TAKEAWAY
TAKEAWAY
TAKEAWAY
HIGHLIGHTING DIVERSE CULTURE
HIGHLIGHTING DIVERSE CULTURE
HIGHLIGHTING DIVERSE CULTURE
Expanded South Korea's identity with a dynamic system that highlights its cultural diversity, ensuring the brand stays relevant and engaging through an adaptable design.
Expanded South Korea's identity with a dynamic system that highlights its cultural diversity, ensuring the brand stays relevant and engaging through an adaptable design.
Expanded South Korea's identity with a dynamic system that highlights its cultural diversity, ensuring the brand stays relevant and engaging through an adaptable design.
CONTEMPORARY WITH TRADITION
CONTEMPORARY WITH TRADITION
CONTEMPORARY WITH TRADITION
Blends South Korea’s popular culture with its traditional culture, while promoting diverse destinations beyond the city to promote a more authentic travel experience.
Blends South Korea’s popular culture with its traditional culture, while promoting diverse destinations beyond the city to promote a more authentic travel experience.
Blends South Korea’s popular culture with its traditional culture, while promoting diverse destinations beyond the city to promote a more authentic travel experience.
BRAND COHESION
BRAND COHESION
BRAND COHESION
Implemented the new branding across multiple platforms, refreshing digital media and promotional materials for a unified presence that enhances recognition.
Implemented the new branding across multiple platforms, refreshing digital media and promotional materials for a unified presence that enhances recognition.
Implemented the new branding across multiple platforms, refreshing digital media and promotional materials for a unified presence that enhances recognition.