I SEOUL U
Seoul Metropolitan Government, Seoul
CDR associates, Seoul
Dohyung Kim, Changseung Park, Hyeyoung Jung, Boreum Han, Miso Kim
Alex Kim, CDR associates Hanggi Park, Metabranding
Representing Seoul, the capital of South Korea, I SEOUL U is a new citizen-driven city brand. The development, beginning with its naming and design, was based on many different ideas and was approached using a concept of collaboration between citizens and marketing experts. The brand logo visualises Seoul as a soulful city, where people enjoy an affluent, relaxed life-style full of passion. In its bilingualism, the word mark emphasises the international orientation of the metropolis. Using a phonetic abbreviation for the addressee – U representing the word “you” – a contemporary identity has been created, which also successfully appeals to younger target groups.