Baeksang Awards

The Baeksang Awards is Korea’s premier multidisciplinary arts ceremony, uniquely encompassing broadcast, theater, and film, and has been documenting the flow of Korean popular culture and arts over the years. Studio fnt conducted a brand identity renewal to clearly reflect the award's evolving direction and solidify its identity and philosophy.

With Korean popular culture drawing global attention, the Baeksang Awards updated its logo elements by combining English and Korean typography to enhance international scalability. A flexible identity system was created, allowing versatile combinations of English, Korean, and event editions. This adaptable system accommodates a wide range of media, from print materials to mobile devices, television screens, and large digital displays.

The gradually revealing and filling form of the logo symbolizes the boundless possibilities of art, free imagination, and Baeksang’s central role in this dynamic creative landscape.

The graphic motif originates from the symbolic moment when “the curtain rises and the spotlight shines.” This powerful imagery, utilized across various media including posters, evokes audience anticipation and the inception of artistic expression, vividly representing the “moment of glory” celebrated by Baeksang. Each of the three categories—broadcast, theater, and film—is visually distinguished by a bracket-shaped frame inspired by their respective mediums: a rectangular screen for broadcast, focused pin-spot lighting for theater, and the camera lens for film. These brackets function both as boundaries between the inside and outside and as gateways to imaginative possibilities.

Emerald green was selected as the brand color to embody vitality, creativity, and harmony. Unlike the conventional choice of “gold” used by many awards ceremonies, emerald green offers a distinctive tone, simultaneously conveying elegance and dynamism, and adding a contemporary depth to the identity.

This renewed identity explores a balance between tradition and modernity, gravitas and flexibility, symbolism and scalability. Ultimately, the Baeksang Awards aims to transcend being merely an awards ceremony, becoming instead a sustainable platform where diverse artistic possibilities intersect and flourish.