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The brand of Seoul, which had many twists and turns, was selected as “Seoul, My Soul”. On the 16th, the Seoul Metropolitan Government announced Seoul's new city brand, 'Seoul, My Soul' (When hearts come together, it becomes Seoul).
About 850,000 citizens participated in slogans, design preferences, and design contests.I did. 1st and 2nd preference was investigated, and opinions were received in detail while categorizing both Koreans and foreigners. However, there were many opinions that it was not properly voted due to suspicion of plagiarism and quality issues.
“SEOUL, MY SOUL When hearts come together, it becomes Seoul”
The slogan contains the meaning that people are at the center of Seoul, and that various minds toward Seoul gather together to create a better Seoul.
The three icons that replaced the English letters expressed a heart (LOVE), an exclamation mark (INSPIRE), and a smile (FUN), respectively. The five colors of pink, yellow, blue, green, and black are said to symbolize Seoul, where various hearts come together in harmony.
Improved the existing tourism promotional brand created by Brendan. It has been finely tuned while maintaining the overall impression and movement.
While maintaining the impression of a vertically long typeface, it has been widened horizontally. If Seoul My Soul is placed vertically, Mai in the middle may look weak, so it seems that it has been expanded horizontally. The palette has also changed, and it feels like pink pops on a white background and yellow pops on a dark background.
I feel fortunate that Brendon's draft, which is full of joy and expressive power, was decided on for tourism promotion. It's a flawless expression, but since it was originally used to express the contents of a brand called Korea, it is questionable whether the identity of 'Seoul' is somewhat deeply contained.
I know the power of design, but it's a pity to see that they still don't invest. Some criticize that it was produced internally and left the decision-making to citizens in order not to leave it to experts.
Hopefully the slogan will stay longer this time around, as it has changed too often at the will of the market. I.Seoul.You, famous for memes such as 'I will raise your rent', disappears into history.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
