‘Sejong Season,’ the Sejong Center for the Performing Arts’ flagship performance brand, is an annual program that engages audiences through a wide range of performing arts.

Everyday Practice developed a new identity system for ‘Sejong Season 25’, aiming to enhance the brand’s distinctiveness and cohesiveness.

To integrate the various productions planned and co-hosted by the Sejong Center under a single brand identity, we applied a consistent typography system to create a cohesive seasonal flow, and established a framing system that highlights each performance’s identity and key visuals.

The season number ‘S25’ serves as a core element reinforcing the brand identity, while the deconstruction and recombination of the English title ‘Sejong Season’ express visual flexibility and scalability. The overlapping ‘S’ in the two-line structure of ‘Sejong’ and ‘Season’ is expressed as a single letter to create visual emphasis, with the season number ‘25’ placed at the same scale to form a symbolic, compact mark.

For the Korean title ‘Sejong Season’, we developed a circular logotype inspired by musical rhythm and the visual language of medieval Korean script, drawing from the ‘Cheon Ji In’ principle in Hangul typography.