Seoul, my Soul

*This was an unofficial personal project.

<Seoul, my Soul> was the newly selected slogan for Seoul’s brand identity in 2023. For visual branding, I created typography logo based on Korean characters of Seoul. From four identities suggested by the city government, Inspiring, Balance, Platform and Globality, I incorporated the concept of ‘Platform through balance’ into my identity.

Seoul is a complex city, from the geographic environment to the mixed range of origin. The logo embraces this characteristic of Seoul through assembling each characters yet creating connections as well, and the mixed use of curve and straight lines.

• Logo

• Subway Advertisements (bright & dark version)

• Identity Poster

• Diary cover (Merch)