(Opened 2014) “The Dongdaemun Design Plaza, also called the DDP, is a major urban development landmark in Seoul, South Korea designed by Zaha Hadid, with a distinctively neofuturistic design characterized by the “powerful, curving forms of elongated structures”. The landmark is the centerpiece of South Korea’s fashion hub and popular tourist destination, Dongdaemun, featuring a walkable park on its roofs, large global exhibition spaces, futuristic retail stores and restored parts of the Seoul fortress. The DDP has been one of the main reasons for Seoul’s designation as World Design Capital in 2010. Construction started in 2009 and it was officially inaugurated on March 21, 2014.” (Source: Wikipedia)
Sampartners and CDR associates developed the brand positioning and identity design of DDP. The identity design symbolized its vision semantically, as well as the figure of the building. It captured the free structured architecture that looks different from every point of view with concept of 'continuous connection'.
The identity design with dot and line is alike the characteristic of Zaha hadid designed architecture, DDP. Also, the composition of dot, line and words of the symbol links with the traditional Korean philosophy cheonjiin which means the harmony of sky, earth and man.
Images (opinion after)
The old logo looked like a shoe Carrie Bradshaw would wear. Bad jokes aside, it felt a little bit too colorful for the more serious and ambitious aesthetic of the building. The new logo and identity aim more for the metaphorical aspect of the building and its intention to bring people together. The wavy line and dots icon could have been more elegant or dynamic; they feel too heavy. The "ddp" acronym is okay and perhaps, with all those circles in the letters, there could have been an opportunity to integrate it with the icon better. The dark baby blue in the applications makes everything feel a little sad.