Revitalizing Identity: Sejong Center's Innovative Rebranding

Won Rak's Bold Approach to Public Institution Branding in South Korea

Sejong Center for the Performing Arts, a public institution that opened its doors in 1978, has undergone a significant identity renewal under the creative guidance of Won Rak. The rebranding draws inspiration from the philosophical logic of King Sejong, the creator of Hangul, the Korean alphabet. The new logo integrates the meanings of Sejong (sky), culture (people), and brown (land) in Korean, along with musical scores around the building's six pillars, creating a logo that can be "played" for a short time.

What sets this rebranding apart is its departure from the conventional logo designs of Korean public institutions. The new logo is a unique blend of old and recent elements, with Hangul itself serving as a symbol. This bold use of Hangul in a logo is a rarity in South Korea and has resonated with the younger generation, giving the institution a new retro appeal.

The rebranding process involved a departure from the usual branding methodologies for public institutions in South Korea. Instead of combining symbols with readable but accessible words or using English only, the design team experimented with the system and structure of Hangul. The result is an efficient branding template that expands the form of consonants by combining Korean typography, with clear rules laid out in the guide.

The rebranding project, which started in March 2021 and concluded in August 2021, was unveiled in February 2022 at the Sejong Center for the Performing Arts in Gwanghwamun, Seoul, South Korea. The project involved a team of designers, typographers, motion graphic artists, book designers, illustrators, playwrights, fashion designers, photographers, and project managers, led by Art Director Rak Won.

More than just a logo redesign, the project encompassed various branding elements. Customized typefaces were created for future use, and new costumes were designed to overcome the challenges faced by stage officials. A fairy tale book was also produced, telling the stories of the workers behind the scenes at the theater, adding another layer of depth to the institution's image.

Despite the challenges associated with public institution branding in Korea, and the perception that logos using Hangul lack sophistication, the Sejong Center for the Performing Arts has set a precedent. The successful rebranding demonstrates that with improved business procedures and dedication, it is possible to achieve artistic and exemplary results. The project was recognized with a Silver A' Graphics, Illustration and Visual Communication Design Award in 2023, a testament to its creativity and innovation.