I  SEOUL  U

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.