Seoul 2028 Olympics Designing for the 2028 Summer Olympics helped me grow as a designer by teaching me how to create a clear and meaningful look that could be used everywhere like with poster ads and signs and merchandise. I focused on building a style that felt unified and represented the energy and spirit of the Olympics. This project showed me how to communicate a strong message across different platforms in a way that connects with people from all over the world.
Host City Research I chose Seoul, South Korea for this branding endeavor in hosting the 2028 Summer Olympics. Seoul embodies my message of global appeal which are also core values within the Olympics ideology. Seoul is well-establish as a global hub that is known for it’s high-tech and innovative societal advancments and future-focused vision. Seoul is also known as the epicenter of the Korean Wave. This is where audiences from all over the world have gravitated towards the personality of Seoul and Korean culture just as the Olympics brings audiences from all over the world through celebration of sports and global unity. Also, Seoul is unique for it’s balance of modern and traditional culture in the city’s heart where large skyscrapers neighbor historic villages. The aesthetic for my Seoul 2028 Olympics branding focuses on a sleek and high-tech design style blended with ancient Korean symbolism. Symbols range from patterns on ancient palaces to the iconic finger heart; bringing a visual identity to fruision through the balance of modernity and tradition.
Brand Colors The bright blue, hot pink, and light pink colors were chosen to reflect the vibrant pop culture of Seoul. These bold, fun colors are often seen in K-pop album art and represent the energy, creativity, and modern style that Seoul is known for. They help tie the Olympic brand to the heart of the city that is full of passion, youth, and global influence to make it feel fresh and exciting.
Logo Concept and Construction The Korean finger heart is a perfect symbol for the 2028 Olympics in Seoul because it represents love, admiration, and connection which are all values that bring the world together during the Olympic Games. It's a small gesture with a big meaning, showing the passion athletes have for their sport and the support fans give from around the globe. As a logo, it captures the heart of Seoul and the spirit of unity that defines the Olympics.
The logo for Seoul 2028 was designed to balance both style and function. I matched the sharp and rounded edges of the finger-heart icon with custom typography to create a sleek, high-tech look that still feels welcoming.
Typography and Slogan I picked Apple SD 산돌고딕 Neo as the typeface for the Seoul 2028 Olympics. It works well in both Korean and English, which is perfect for an international event in Korea. It has a clean and modern look that matches Seoul’s high-tech vibe, and it’s super easy to read. Using this font helps connect people from around the world while still including the host city’s written language.
The slogan Love. Passion. Victory. was chosen to reflect the heart of the Olympics. It connects to the finger heart icon and shows the world’s love for Seoul and its vibrant culture. It also represents the passion athletes have for their sports and the love and support they get from fans around the globe.
Pictograms Left to Right
Archery, Weightlifting, Aquatics, Basketball, 3x3 Basketball, Football (Soccer), Boxing, Gymnastics, Volleyball, Taekwondo
The pictograms resemble the sleek design of the event logo with the combination of rounded and sharp edges. The pictogram’s structure is inspired by the letterforms in Hangul (Korean Writing System):
ㄱ ㄴ ㄷ ㄹ ㅁ ㅂ ㅅ ㅇ ㅈ ㅊ ㅋ ㅌ ㅍ ㅎ ㅏ ㅑ ㅓ ㅕ ㅗ ㅛ ㅜ ㅠ ㅡ ㅣ 서울특별시
The diamond symbol comes from the Gyeongbokgung Palace in Seoul (more below).
Poster Designs For my first concept, I included a symbol in my Olympics branding inspired by the geometric pattern found on Gyeongbokgung Palace in Seoul. It looks like linked arms, which help my brand message connect Korean tradition with the shared spirit of the Games.
For concept two, I designed 3D glass rings in Maya that are the colors of the Olympic logo to give a modern twist to the traditional symbol. These rings bring the flat design into a more dynamic, futuristic form that reflects Seoul’s identity as a high-tech, forward-thinking city. They align perfectly with my brand’s goal of blending tradition with innovation. I hope to expand on this in the future and bring more of this imagery into the brand.
Brand Deliverables The deliverables keep the brand feeling consistent by repeating key elements like the logo, colors, typeface, and shapes throughout all the designs. The finger heart logo shows up across posters, merch, signage, and more, helping everything feel connected. Bright blue and hot pink colors, along with the modern type system and Hangul-inspired pictograms, are used in different ways but always feel part of the same look. I also created a geometric pattern, inspired by the symbol from Gyeongbokgung Palace. It represents community as multiple figures standing together as one. Also, the repeated shapes and connected lines reflect unity, strength, and the idea of individuals coming together to form a stronger whole.
Whether it's a large mural or a small stamp, each piece fits together and shows how the brand can work across lots of different formats while still feeling like one clear identity.
