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Seoul Brand




Since the 2002 World Cup, the Seoul Metropolitan Government became the first government institution to introduce the concept of city marketing. In particular, Seoul City declared 2007 as the first year of its promotion of the Seoul brand and set itself the goal of attracting 12 million foreign tourists and becoming ranked as the world’s 10th most powerful city brand.

Also, by 2015, the city government aims to attract 20 million foreign tourists and become one of the world’s top three global MICE cities. In order to develop the new city brand, the establishment of relevant infrastructure and the strategic management and use of city branding, an invisible asset, is critical.


Year Design Meaning
2002 logo_1 “Hi” is an English greeting and one of the most used words around the world. It delivers Seoul’s message in a friendly and cheerful way. As a homonym of “high,” it expresses Seoul’s vision of becoming one of the greatest metropolitan cities in the world.
2006 logo_2 “Soul” has a variety of meanings, including spirit, vigor, passion, and essence, but “spirit” is closest to its true meaning. Also, as “soul” sounds similar to the pronunciation of “Seoul,” the “Soul of Asia” signifies that Seoul embraces and combines diverse Asian cultures while showing the true essence of Seoul’s culture.
2009 logo_3 This expresses Seoul’s infinite capacity for development.
2010 logo_4 Appointed a “UNESCO City of Design,” the name and logo of UNESCO are used in all projects and activities conducted by the Seoul Metropolitan Government.
2009 logo_5 This expresses the various meanings and possibilities of Seoul, allowing citizens to fill the space with a word from their own imagination.

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