Creating a Brand Identity that Resonates with Seoul’s True Spirit
Seoul City selected "Seoul My Soul" as its new slogan, aiming to create a brand identity that would truly resonate with residents and visitors. A previous design from a professional agency, selected through an initial bid, had faced harsh criticism from citizens for lacking relatability. In response, Seoul City canceled its initial approach and launched an open design competition, seeking a brand identity that would be aspirational and universally relatable.

The slogan "Seoul My Soul" aimed to capture Seoul’s core values:
Inspiring – A city that nurtures potential and provides opportunities and hope.
Balance – Where the past meets the future, tradition meets innovation, and nature coexists with technology.
Platform – A city that fosters new ideas and dynamic culture.
Globality – A world citizen city, open and connected internationally.

However, these values alone were insufficient to define Seoul’s unique identity. The challenge was to translate these universal values into a distinctive visual identity that would differentiate Seoul from other global cities.
Strategy
Seoul's Soul through Shared Experiences 
We defined Seoul’s soul as the collective experiences of its people—the residents, workers, and visitors. Our goal was to create a brand identity that would convey this shared connection, with a focus on elements unique to Seoul that evoke an intuitive sense of belonging. These symbols had to be deeply woven into the everyday lives of Seoul’s people, universally recognized, and cherished across generations.
This brand identity was titled Miracle on the Han River 4.0, representing the fusion of Seoul’s tradition and future vision.

Result
The Miracle on the Han River 4.0 design received the 2nd place prize (Excellence Award). The brand’s relatability and deep connection to Seoul’s identity were highly praised, creating strong resonance with the public.
Brand Identity
The first symbol that I chose is the Namsan Tower. Although newer landmarks have emerged, Namsan Tower remains a universally recognizable icon in Seoul, representing a lasting connection across all generations.
The letters in "SEOUL" integrate distinct elements:
The "E" incorporates the Geon trigram from the Taegeukgi (Korean flag), symbolizing Seoul’s role as Korea’s flagship city.
The "U" reflects the shape of Namsan Tower, a central symbol of the city.
We selected the Han River as the primary symbol of Seoul’s identity. The river is a life source, an inspirational and recreational space for Seoul’s citizens. It embodies innovation and growth, symbolized by the term "Miracle on the Han River," representing Seoul as a city where the past and future, tradition and innovation harmonize. 
The letters "MY" connect to the Han River, symbolizing Seoul’s commitment to placing people at the heart of the city. This modern brand identity was applied to key public touchpoints, capturing Seoul's vibrancy and sophistication, and fostering a strong emotional connection with its symbols.
Color Palette
The primary color is a bright blue, symbolizing the Han River’s clarity, while navy blue represents cleanliness, fairness, intelligence, and innovation, conveying a forward-thinking image of Seoul.
Applications
The brand identity was designed to adapt across diverse media, allowing individuals to connect and find personal meaning in their experiences in Seoul.
Behind the Scene
Seoul, as the capital of one of the world’s most dynamic countries, values rapid change. However, we observed that this rapid progress sometimes overshadowed the enduring value of things that remain unchanged. True progress requires a foundation of consistent values that ground growth and transformation. Through this perspective, we sought symbols that represent Seoul’s enduring character, aiming to foster a sense of pride and affection for a Seoul that is both beloved and admired.
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