Communication

The Grand Footless Horse Festival BI

Extra Form

Country	Korea
Year	2023
Award	WINNER
Affiliation	University of Seoul
Designer	Yi Dongho
English	'The Grand Footless Horse Festival' is a stage based comedy-talk show sharing new words(neologisms) increasing every year, and developing wordplay culture that encompasses whole generations. Name of the event is motivated from a Korean proverb 'Footless horse travels fast(in Korean, 'Mal' is homonym of 'horse' and 'word')' that expresses widespread hearsay as a 'footless horse'. It visualizes neologistic mechanism through the logotype using Alphabet like Hangeul. Also, weird but cute looking 'Footless Horse Characters' that represent some new words are used in combination to enhance the whole BI system's originality and positive energy.
Native	'발 없는 말 대잔치'는 해마다 늘어나는 신조어를 공유하고, 세대를 아우르는 언어놀이문화 개발을 목표로 진행하는 무대 기반의 문화 행사이다. 널리 퍼지는 소문을 '발 없는 말 천 리 간다'는 속담으로 표현하는 데서 모티브를 얻어, 특정 집단에서 널리 퍼지는 새 말 '신조어'를 '발 없는 말'로 비유해 행사 이름을 구성했다. 알파벳을 이리저리 비틀어 한글처럼 사용한 로고타입을 통해, 이질적인 혹은 비슷한 언어 요소들을 조합해 새로운 말을 만들어내는 신조어-적 메커니즘을 시각화했다. 또한 몇몇 신조어를 상징하는 희한하지만 귀엽게 생긴 '발 없는 말 캐릭터'를 병용해, BI의 독창성을 강화하고 행사의 재미를 더하는 요소로 사용했다.
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