The Sejong Center for the Performing Arts is an old public institution that opened in Seoul in 1978. What is special about this identity design is that it tried to break away from the existing logo design of Korean public institutions. These attempts are a new combination of the old and the recent, and Hangul itself serves as a symbol. In particular, the use of Hangul as a logo is appealing to the younger generation as a new retro with boldness that is rarely seen in South Korea. In addition, beyond the logo, it was designed with various senses through typefaces, clothes, and books.

SEJONG CENTER is established by Seoul Metropolitan Government is a Seoul's representing culture and arts institution. Built in 1978 and reborn as a foundation in 1999, it has been dubbed the cradle of Korean performance culture and played an important role as a hub for Seoul's performance culture and arts. As such, Sejong Center has maintained its reputation for about 20 years as a living history of Korean performing arts, a space of memory for art lovers and a cultural and art institution representing South Korea. Sejong Center has since undertaken reformation of art buildings such as Sejong Chamber Hall, Sejong M Theater, Sejong Museum of Art, Sejong S Theater, etc., and played an important role as the cultural and art hub of Seoul by holding various kinds of cultural events following the remodeling of Sejong Grand Theater. We will always stay with Seoul citizens as a complex space to present beauty and pride for the culture-loving public as well as a space of creativity and presentation for artists. Sejong Center is creating an art landmark where citizens are happier with the aim of establishing a contribution to civic culture and welfare through the operation of culture and art expanding the opportunities to enjoy culture and serving to cultural development.