Changdeokgung
Identity Design
Publication Design
2022
Advised by Doug Scott
Changdeokgung Palace, located in Seoul, South Korea, is one of the most well-preserved palace from the Joseon Dynasty (1392-1910). Regarded as a masterpiece of Korean palace architecture where the buildings are in perfect harmony with its topography, reflective of the ancient Korean philosophy of living in harmony with nature, the Changdeokgung Palace was designated as a UNESCO World Heritage Site in 1997.
IDENTITYThis identity design captures the timeless elegance, respect for Korean heritage, and serene beauty embodied by Changdeokgung Palace. It bridges the past and present, enabling visitors and future generations to engage with this historical treasure meaningfully.
By evoking a sense of continuity and respect for the past, the design presents a contemporary and engaging visual identity that resonates with both local and international audiences. The logo mark visually represents the palace's enduring legacy, inviting viewers to explore its cultural and historical significance. By preserving and reimagining traditional elements, this identity design fosters a deeper connection to Korean heritage, celebrating the beauty and wisdom of the past as we look toward the future.
COLOR & TYPOGRAPHY
Changdeokgung Palace’s association with the Joseon Dynasty, a period marked by significant advancements in Korean culture and language, underscores its pivotal role in the historical narrative of Hangeul. The palace not only served as a royal residence but also as a cultural center where scholarly activities and the promotion of Hangeul took place. This deep connection between Korea’s built heritage at Changdeokgung and its linguistic evolution highlights the palace as a symbol of Korea’s cultural and intellectual achievements. In researching Korean (Hangeul) and its history, I found the elements of the single dot vowel in old Korean writing captivating. These dots, although no longer used in modern Korean script, played a crucial role in the development of Korean vowels and the old Korean writing system. By incorporating the dot elements, I modified the typeface to create a unique and historically resonant logo mark.
The colors chosen for the identity design were inspired by the architectural elegance of Changdeokgung Palace and its harmonious relationship with nature. They pay homage to the palace complex’s aesthetics, incorporating earthy tones and subtle hues that reflect the serene beauty of its surroundings. This color scheme not only complements the historical context but also introduces a touch of modernity, bridging the past with contemporary sensibilities. By doing so, the design seeks to resonate with modern audiences while celebrating the rich historical legacy of Changdeokgung Palace.
(Publication)
86 pages.
Printed on washi paper.