Communication

Governance Jungnang Local Brand Design

Extra Form

Country	Korea
Year	2022
Award	WINNER
Client	Jungnang gu
Affiliation	ist Studio
Designer	HaNeul WOO, Jung Hwan PARK
English	After a interview, we draw a conclusion that awareness of Governance was quite low. In order to overcome this low awareness, instead of ignoring the negativities found in the interview process, we tried to put the meaning of getting closer to the direction of Governance. So, the brand language prioritizes a positive & direct tone, but when communicating with those who are less interested in the policy and respond delicately to trends, they are perceived more restrained and metaphorical tones. To this end, we designed a symbol that means the fruits of communication between the people and the government facing each other in the same direction.
Native	우리는 여러 세대를 아우르는 인터뷰를 진행한 뒤에, 협치에 대한 인지도가 상당히 낮다는 결론에 도달했습니다. 이처럼 낮은 인지도를 극복하기 위해 인터뷰 과정에서 발견된 부정적 이미지들을 외면하는 대신, 이를 통해 오히려 협치의 지향점에 더 가깝게 다가갈 수 있는 의미를 담으려 했습니다.때문에 협치중랑의 브랜드 언어는 공동의 참여를 유도하는 긍정적이고 직접적인 어조를 우선하되, 정책분야에 관심도가 낮으면서도 트렌드에는 섬세하게 반응하는 계층에게 커뮤니케이션 할 때는 보다 절제되고 은유적인 어조와 언어를 통해 부담 없이 인식되도록 고안했습니다.이를 위해서 디자인한 심볼은 서로 마주한 민과 관이 같은 방향을 바라보며 협력과 소통, 적극적인 참여를 통해 맺게 될 결실을 의미하며, 두 개의 화살표가 만나 이루는 중앙의 마름모꼴 중첩색은 심볼의 핵심이자 차별화 요소가 됩니다.
Website	www.iststudio.com/bx-governancejungnang
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