Seoul Unveils New City Brand: "Seoul, My Soul"

New Design Applied to the Slogan Selected in March

Seoul Metropolitan Government has unveiled its new city brand, "Seoul, My Soul." The city plans to actively promote this new brand in an effort to position Seoul among the world's top five global cities.

On August 16, Mayor Oh Sehoon announced Seoul's new city brand, "Seoul, My Soul (When Hearts Come Together, Seoul is Born)," at City Hall in front of about 300 people, including experts and citizens who participated in the development process. The slogan "Seoul, My Soul," which was finalized through citizen participation in March, was revealed for the first time as a brand that incorporates unique design and meaning, capturing Seoul's distinct identity and originality.

Since August last year, the city has held a "Discover Seoul's Value" word contest and developed a brand slogan. Through two rounds of preference surveys on four candidates, "Seoul, My Soul" was ultimately selected, garnering 63.1% of the votes.

The newly announced brand is characterized by its ability to encapsulate the diverse charms of Seoul and the hearts of its citizens in a concise way, aiming to attract the interest and affection of both locals and foreigners.

The city name "Seoul" is placed at the forefront, and pictograms representing heart (love), exclamation mark (experience), and smile (enjoyment) have been used to enhance visual appeal. Vibrant-colored pictograms were applied so that people around the world can easily understand the meaning behind the brand.

In addition, a Korean subtitle, "When Hearts Come Together, Seoul is Born," has been added to emphasize that citizens are at the heart of Seoul, and that the diverse hearts directed toward Seoul come together to create a better city.

Seoul Metropolitan Government plans to leverage the new brand, "Seoul, My Soul," not only for citizens but also for both domestic and international audiences, by adapting the existing, widely recognized tourism brand "MY SOUL SEOUL." The aim is to broadly promote the city's many attractions. Furthermore, the city will establish an institutional foundation for the new brand by revising the "Seoul Metropolitan Government Symbol Ordinance," and will actively apply the new Seoul brand in city government promotions.

Mayor Oh stated, "Developing a new city brand is essential to properly showcase Seoul's potential and charm as a city like a rough diamond, and to place Seoul among the world's top five global cities. Through the new brand, which embodies Seoul's unique identity, we will do our utmost to make citizens happier and to help Seoul emerge as a city that garners global attention." He added, "I hope the new brand, through diverse branding and marketing activities, will establish itself as a city brand that not only attracts international tourists but also encourages corporate investment."