WINNERS GALLERY

To enhance Seoul’s urban competitiveness and take a leap toward becoming a “Global Top 5 City” where people from all over the world want to live, visit, and invest, the city initiated the development of a new brand that clearly expresses its identity and charm starting in August 2022. This new brand was officially announced on August 16, 2023.

〈Background of Development〉
To strengthen Seoul’s urban competitiveness and to propel it toward becoming a “Global Top 5 City,” where anyone around the world would want to live, visit, and invest, the city began developing a new brand that clearly represents Seoul’s identity and appeal in August 2022.

〈Selection Process〉
The process began with the open compeitition “Find Seoul’s Value” in August 2022, where the city’s identity was identified and a slogan was developed. A survey was conducted to gauge preferences for the slogan and design, followed by a design competition. The final brand design reflecting Seoul’s identity and slogan was selected and announced on August 16, 2023. Approximately 850,000 people, including citizens, experts, and professional agencies, both domestically and internationally, participated in the entire brand development process.

〈Brand Meaning〉
“SEOUL, MY SOUL” means the charming city Seoul where diverse emotions of people come together in harmony and reflects the aspiration for Seoul to be remembered as the attractive and unique city where a variety of emotions come together including joy, happiness, satisfaction, and enjoyment. It encapsulates the diverse attractions of Seoul, which is loved and appreciated not only by its citizens but by people worldwide, and expresses Seoul’s identity, known as “Seoul-ness.” The goal is to make citizens happier and help Seoul emerge as a city that garners global attention.

〈Design Features〉
The design focuses on English typography, utilizing metaphorical techniques to visualize various emotions toward Seoul.

 (LOVE): Seoul, a city filled with love as the hearts of its people come together.

 (WOW): Seoul, a city offering diverse and new experiences.

 (FUN): Seoul, a fun and charming city.