Busan Biennale Unveils New CI... "Symbolizing Artists' Passion and Busan Seagull"

Led by Professor Kim Seong-gye of Pusan National University Department of Design
Utilizing Korean letters ‘ㅂ’ and ‘ㅅ’... “Reestablishing Identity and Differentiating Global Brand”

The Busan Biennale Organizing Committee announced on the 16th that it has unveiled a new CI (Corporate Identity). Photo by Busan Biennale Organizing Committee

[Asia Economy Reporter Kim Heeyoon] The Busan Biennale Organizing Committee (hereinafter referred to as the Organizing Committee) unveiled a new CI (Corporate Identity) on the 16th.

The Organizing Committee selected Professor Kim Seonggye's team from the Department of Design at Busan National University through a limited competition last year and promoted the creation of a new CI to reestablish identity and differentiate as a global brand.

The newly revealed CI uses the consonants ‘ㅂ’ and ‘ㅅ’ from the Korean word ‘Busan’ as the basic design elements. The red dot in the center symbolizes the passion of participating artists and exhibition creators, as well as the directional point that generates important emphasis.

The Organizing Committee explained that, recently, with the global success of K-culture and Netflix dramas such as Squid Game that use Hangul in their titles, Hangul has gained significant global competitiveness, which served as the motif. They added that by utilizing Hangul consonants, the CI conveys intuitive information and images to Koreans, while evoking the image of Busan’s geography surrounded by sea and mountains to foreigners.

Additionally, the font used in the logotype was specially developed for this CI. The Korean font adds liveliness by using the consonant ‘ㄹ’ and symbolically expresses ascending stairs to avoid the monotony of rigid typefaces. For the English font, a rhythmic feel was added overall by using continuous ‘^’ symbols reminiscent of Busan’s seagulls and mountains in the letter ‘B’.

The Organizing Committee’s CI development is the first in about 10 years since the existing green circular logo was created for the 10th anniversary of its founding in 2009. The signature, created by combining the symbol and logotype, will serve as a representative emblem of the Organizing Committee and will accompany its international status as a global art festival.

Professor Kim Seonggye of Busan National University, who oversaw the CI development, said, “I am very pleased to have the opportunity to develop a representative symbol for the organization that hosts the international exhibition Busan Biennale,” and added, “I hope there will be more opportunities for local design to be widely recognized worldwide in the future.”

This content was produced with the assistance of AI translation services.