In March 2004, Sejong Performing Arts Center improved its corporate design and identity. It enhanced its corporate makeover and company branding. At the same time, it has also replaced all the traditional sign systems with newly designed ones, applying new corporate identity logo on them.

Special Facility Devoted to the Enrichment of Lives
From the start, it was taken into consideration that the people living in the community and its frequent visitors deserved a special facility committed to the enrichment of lives through a better presentation of the arts and cultural activities. The structural design of the center, based on the Korean traditional architecture, was transformed into a much better modern style. The Seoul metropolitan government had managed the magnificent building. However, starting July 1999, it has been administered by the incorporated foundation. Since then, the incorporated foundation has been required to repair and maintain the old and dilapidated building. The Performing Arts Center has improved and expanded its facilities in order to meet the expectations of its audience, as well as satisfy the needs of the people in this thriving and growing region of the country. After the long-term and grand-scale construction and renovation in the interior and exterior of the building, including the electrical, sound and lighting systems, the newly restructured building was inaugurated on March 2, 2004.

New Corporate Identity Application on Sign System
On March 2, 2005, upon the completion of the restructuring, Sejong Performance Arts Center will declare its newly designed corporate identity so as to replace its old identity and establish a new national identity that will thoroughly represent the Korean Performing Arts Center. Its new corporate identity is renamed Sejong Center, and looks like a person in a folk costume, performing a traditional dance. To inform the public of the newly designed corporate identity, the project on sign systems has fully complied with the regulation of the new corporate identity. Seungeun Lee, working in the public relations department of Sejong Center pointed out “We have widely applied the rules of new corporate identity to the sign systems, and we have tried to produce the symbol logo and the colors of sign systems as accurate as possible. With a good design and perfect colors, its audience and visitors can feel the grand image of the Sejong Center. To further achieve this effect, we have tried several color-proofing works on a lot of materials. Finally, we have chosen the best colors like violet and silver, which exude a more elegant touch.”

Being More Visible and Noticeable
Lee Seunghun, a manager of Cannel Identity that designed and fabricated the sign system, commented, “This project was based on the concept of being more visible and noticeable. We designed the entire sign work according to our client’s preference.” Literally, both aesthetic and practical values were equivalently considered in this project. Most of the audience and visitors would have difficulty in finding out their way because the interior of the Sejong Center is heavily furnished and had intricate design. Therefore, the size of the sign system was different according to the type of signs. The signs were placed in a more visible location, taking into consideration their highness and lowness, in order to have better visibility. The size of the signs was either added or reduced depending on the site where the signs would be installed. First of all, all sign systems were positioned eye-level. Some of the existing sign systems were placed in their original location because we did not want the audience to be confused looking for directions. Seungeun Lee stated “We often see some audience wandering around a specific site, looking for directions, and we are going to install sign system there.”

Different Material Application to Different Location
For this project, a different sign material was used to the interior and exterior of the building. As for the exterior sign system, a galvanic steel material, which was painted in violet color, was used to have resistance against rain, wind and sunlight. In the interior sign system, galvanic steel and acrylic materials were applied. Screen printing graphics and cutting vinyl were used for the screens, which were supposed to be replaced. A listing of the play schedule and a great number of its symbol logos were located at the back gate of Sejong Center, leading to the subway station where numerous people pass by everyday. It could more effectively and naturally deliver its corporate identity and branding to people. Direction information sign on the whole building was stationed at the main entrance to help the audience and visitors find their destination easily. The theater seat-plan with a backlight leads them to their seats without causing inconvenience to the other people. Right now, Sejong Performing Center, which exemplifies the quality presentation of arts and cultural activities for us, is still under reconstruction. The ongoing restructuring of the sign systems has been successful, and has improved the image and uniformity of the grand Sejong Performing Arts Center.