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2021.02
Seoul Arts Learning Center
서울예술교육센터
-
CLIENT
서울문화재단 (Seoul Foundation for Arts and Culture),
서울특별시 (Seoul Metropolitan Government) -
INDUSTRY
Art & Culture -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity
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THE CLIENT
클라이언트
The Seoul Arts Learning Center is a new community-oriented art education platform, managed by the Seoul Foundation for Arts and Culture under Seoul Metropolitan City. It operates local centers throughout Seoul and provides unique and customized art programs for citizens, children, and teenagers. The Seoul Arts Learning Center pursues art that everyone can enjoy in everyday life, rather than unfamiliar and difficult art. It helps visitors learn and grow on their own by getting close to art and interacting each other at the center.
서울예술교육센터는 서울시 산하 서울문화재단에서 운영하는 커뮤니티 중심의 새로운 예술 교육 플랫폼입니다. 서울 전역에 거점 센터를 운영하며 시민, 아동, 청소년 등 사용자에게 맞는 특색있는 예술 프로그램을 제안합니다. 서울예술교육센터는 어려운 예술이 아닌 일상에서 누릴 수 있는 예술을 추구하는 공간입니다. 사용자들이 센터를 통해 예술을 가까이하고 서로 교류하면서 스스로 배우고 성장하도록 돕습니다.
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THE OBJECTIVE
목적
The brand identity was designed to express the value of Seoul Arts Learning Center, ‘Art with Community.’ Seoul Arts Learning Center is not a place for one-way education, but a place where visitors themselves enjoy art and learn experiences. YNL Design defined the Seoul Arts Learning Center as a void space like a clean drawing paper, where you can express all possibilities by art. As the space can be filled because it is empty, it was designed with ‘Void To Solid’ concept.
YNL Design은 서울예술교육센터가 지향하고 있는 가치인 ‘커뮤니티와 함께하는 예술’을 브랜드 아이덴티티로 표현하고자 했습니다. 서울예술교육센터는 일방적인 교육이 아닌 사용자 자신이 주체가 되어 예술을 향유하고 경험을 채우는 곳입니다. 예술로 모든 가능성을 표현할 수 있는 공간, 우리는 서울예술교육센터를 도화지 같은 비어있는(Void) 공간이라고 정의했습니다. 비어 있기에 채움이 가능한 공간임을 Void To Solid 컨셉으로 표현했습니다.
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THE SOLUTION
해결방안
The core values of Seoul Arts Learning Center - Openness, Connectivity, and Diversity - mean that it is open to everyone, making it easy for anyone to participate, and various people gather to have a relationship. The Seoul Arts Learning Center is void like a clean drawing paper, which allows people to pay attention to the relationship drawn in the paper. The brand image of the Seoul Arts Learning Center, a platform for the relationship between people and people, and art and people, focused on creating moderate minimalism to emphasize ‘art and people’ instead of the powerful image to highlight the center itself. Restrained monochrome colors like a blank space are used and the symbol, logo type, and line graphic motif was designed with the most fundamental elements only.
서울예술교육센터의 핵심가치인 ‘개방성, 연결성, 다양성’은 모든 사용자에게 개방되어 누구든지 참여가 쉬우며 다양한 사람이 모여 관계가 이루어지는 연결을 뜻합니다. 서울예술교육센터는 도화지 같이 비어 있음으로 그 안에 펼쳐지는 관계의 그림을 주목하게 하는 역할을 합니다. 사람과 사람, 예술과 사람이 관계하는 플랫폼인 서울예술교육센터의 브랜드 이미지를 센터 자체를 부각시키는 강함보다 ‘예술과 사람’을 더욱 강조하기 위해 절제된 미니멀함으로 표현했습니다. 비움과 채움의 바탕이 되는 여백처럼 절제된 모노크롬 컬러, 가장 근본적인 요소만 남기는 심볼과 로고타입, 라인 그래픽 모티브로 표현했습니다.
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