SEOUL OLYMPIC 2028

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TIMELINE
February-March 2025 (8 weeks)

TYPE
Branding/Identity
Logo
Iconography
Print
Social Media
Merch
Environmental

OVERVIEW

This project reimagines the 2028 Olympics with Seoul as the host city, blending tradition and modernity to create a dynamic and culturally rich visual identity. The branding highlights Korea’s heritage, innovation, and global influence, capturing the city's energy and forward-thinking spirit.

Through bold design elements, symbolic motifs, and a vibrant color palette, the visual system reflects Seoul’s role as a global hub of creativity, technology, and cultural exchange. The campaign embraces storytelling and digital engagement to connect with a new generation of audiences, ensuring the Olympics feel both timeless and distinctly modern.

DESIGN SYSTEM: IDENTITY

The logo draws inspiration from the Korean characters ㅅ, ㅇ, and ㄹ, derived from "서울(Seoul)." To non-Korean speakers, Hangul may appear as simple symbols, allowing me to reimagine these characters as visual elements. I stylized ㅅ, ㅇ, and ㄹ to represent South Korea’s diverse geography—mountains, the sun, and the river—creating a design that feels both culturally authentic and universally recognizable and unique.

PRINT

SOCIAL MEDIA

MERCH

ENVIRONMENTAL DESIGN / WAYFINDINGS