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Public Design Festival 2022


Among the many projects that are organized and run by KCDF, 'Public Design' has been one of their main projects for a long time. Starting in 2022, 'Public Design' is being expanded to greet a wider public in the form of a festival. During this festival that lasted for about a month, the new visual identity was applied to printed and digital touchpoints in various places across the country that holds the meaning and value of public design.
Public design not only pursues aesthetic virtues, but also social and cultural values such as equality and sustainability. We wanted to convey such balance in the overall design of the event, at the same time as sharing the joy of a festival that a lot of people participate in.


Based on clear and definite shapes and colors that can be easily recognized by all ages and various cultures, visual elements were developed to be applied to various places and environments. In addition to the blue color, which is the main color of KCDF’s Public Design brand’s existing color system, we picked two additional colors of yellow and red, as contrasting colors with high-visibility. These three primary colors express that public design can be a firm foundation for safety and happiness.
The blue arrows convey the willpower to make life more prosperous. The yellow and red circles symbolize public abundance and safety. In the motion design, these three shapes of different colors balance on top of each other like a tumbling doll, and together move toward a higher place. I hope that the public design festival’s walk towards a better life will approach many citizens in a positive way, just like the cheerful movement of these arrows and circles.
- Creative direction and art direction: Jaemin Lee
- Poster design: Jaemin Lee and Younghyun Song and Youjeong Lee
- Graphic design: Jaemin Lee
- Motion design: Ajeong Kim
- Editorial design: Jaemin Lee and Jieun Kang
- Souvenir goods design: Heesun Kim and Woogyung Geel  in collaboration with SeedKeeper
- Client: KCDF (Korea Craft & Design Foundation)
- Year: September 2022


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