Sharing Design Direction and Brand Strategy
Active Exchange of Opinions Among Experts and Stakeholders
Pohang City is accelerating the development of a corporate identity (CI) to establish a unified brand identity for the Pohang International Exhibition and Convention Center (POEX).
On July 23, the city held an interim report meeting for the "POEX CI Development Service" in the main conference room at City Hall, sharing the progress of the project.
The meeting was attended by about 20 people, including Lee Sanghyun, Head of the Tourism and Convention City Promotion Headquarters, relevant directors and department heads, the service provider, and external experts. The agenda included an overview of the project, an interim report on CI development, a Q&A session, and a discussion.
Participants exchanged a variety of opinions on the symbolism and usability of the CI, its connection to the local community, and the direction of the design. There were also active suggestions for improvements to some of the proposed drafts.
The purpose of this CI development is to secure the center's unique identity and differentiated brand competitiveness, with the goal of establishing an integrated brand identity that includes both a logo and a slogan.
Key concepts identified through offline surveys and interviews with design experts?conducted to incorporate citizen input and expert advice into the project?were: an international sensibility, the unique characteristics of Pohang, and linkage with Pohang City's existing brand. In terms of color preference, "blue" was the most favored.
Based on the results of these surveys and consultations, a basic CI draft has been produced. The final design will be determined after incorporating feedback from the interim report meeting.
The completed CI will serve as the official brand of the Pohang International Exhibition and Convention Center and will be used in various areas such as event attraction, marketing, and signage inside and outside the facility. It is expected to enhance the center's image and increase its recognition.
Lee Sanghyun, Head of the Tourism and Convention City Promotion Headquarters, stated, "The Pohang International Exhibition and Convention Center is an important hub for revitalizing the local economy and enhancing the city's brand value. Through this CI development, we hope to clarify the center's identity and direction, and to increase external trust and interest."
The Pohang International Exhibition and Convention Center is scheduled for completion in early 2027. Its official name, "POEX," was selected through a nationwide naming contest held last year.
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