Around the globe, all eyes are on one brand: PyeongChang 2018. Held in South Korea for the first time since the 1988 Seoul Games, the 2018 Winter Olympics represented a huge opportunity to expose South Korea’s vibrant culture while cultivating national pride—and build international buzz around the Games.
Our Seoul team did deep research into local and global perceptions of sports, festivals, Korean identity, and “harmony,” working closely with the PyeongChang organizing committee and International Olympics Committee along the way. This intimate understanding of the games and their host country gave rise to a thematic driver: the Hangul alphabet, which was created in the 15th century by Sejong the Great to promote widespread literacy.
Elements of Hangul are woven throughout the identity, drawing on Korean national heritage to tell a unifying—and igniting—story. A historical study of Hangul typography informed geometric designs that contain keywords representing the harmony of audiences and athletes at the games. Shapes and colors created by the overlap of letters signify the interplay of cultures, and the opening up of new possibilities. Implicit in all this is the “Passion.Connected.” tagline, created to convey the spirit shared by all those connected to the Games.
The PyeongChang 2018 identity has been rolled out across banners, billboards, and signage at the event, and is reaching audiences far and wide. Anyone watching the 2018 Winter Olympics Games is attuned to the genuine warmth of a people who are passionate about connection, and the limitless potential that unlocks. The outpouring of both national pride and international camaraderie is expected to boost the nation brand, leading to new leaps in terms of politics, economy, science, and culture for South Korea.
Read more about the design work