Jongno-gu Announces New Integrated Brand 'Seoul's Road Jongno'

"Opening of Jongno, Resonance Changing the World"
Reflecting the Meaning of Jongno, the Center of History and Culture

The new integrated brand identity (BI) of Jongno-gu, "Jongno: The way of Seoul." Provided by Jongno-gu.

Jongno-gu, Seoul (District Mayor Jeong Munheon) announced on the 14th that it unveiled a new integrated brand, "Jongno: The way of Seoul," which has been prepared over the past two years, at Gwanghwamun Square on the 11th.

The new integrated brand embodies the meaning that "all roads of Seoul lead to Jongno," as the center of history and tradition, the heart of Seoul, South Korea, and a hub of diverse cultures. It also implies that "the change (opening) and development of Jongno is the change of Seoul and the resonance of the world."

The development of the integrated brand was carried out to improve the symbolic system of Jongno-gu and to strengthen urban competitiveness. Starting with a symbolic diagnosis and evaluation in September 2022, it went through expert and stakeholder interviews, field surveys, workshops reflecting residents' opinions, public hearings, and explanatory meetings.

The district prioritized research on planning directions to ensure that the integrated brand would not focus solely on design outcomes, deriving Jongno's identity as "Jongno: The way of Seoul." To express new values, the meanings of resonance, openness, canvas, gateway, and platform were symbolized through modern graphic expressions. The stories and characteristics of each of the 17 neighborhoods within the district were developed into visual elements and realized through differentiated designs incorporating the latest trends.

The integrated brand, the fruit of these efforts, not only signifies that the broad world of Gwanghwa, the center of tradition and history, unfolds in Jongno, but also implies that through Jongno's openness, Seoul opens up, and further, the world's resonance becomes the source of the future. It is also noteworthy that the meaning system has expanded from the physical bell (鐘) to the conceptual road (路).

Mayor Jeong Munheon stated, "To successfully establish the brand, we will develop various application items and focus on applying public design and developing goods," adding, "We will grow it into a world-class urban brand of Jongno loved by residents."