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Seoul Brand Story 6HRXO%UDQG6WRU\ 5,000 ZRQ 13350 9 791156 215660 ISBN 979 - 11 - 5621 - 566 - 0 Seoul Brand Story I ·SEOUL·U Seoul Brand Story Seoul Brand Seoul Brand Promotion Schedule August 25th October 14th October 26th December 16th Consulting report Seoul brand Seoul Brand Seoul Brand Citizen for the setup of the development Promotion Ambassador (SBC) Seoul City Brand promotion basic Committee organized and plan set up organized implemented October 28th October 8th - 26th October 2nd September 8th November 25th, 2016 Official Seoul Brand confirmed (expert and citizen feedback incorporated version) Final decision made Preliminary online Final 3 drafts Final 10 drafts by 1,000-Person review selected selected and Meeting, Seoul winners announced Brand Proclamation Ceremony January - May February 7th February 27th - April 10th May 16th May 8th Basic Research First Citizen Our Seoul Story Professional Second Citizen and Diagnosis Town Hall initiated contractors Town Hall (references, social Meeting selected Meeting media, pannel (Metabranding & research, etc.) CDR Associates) September 1st - July 20th - June 29th June 13th May 30th - 31st October 2nd September 1st Finalist drafts Seoul Brand Idea "Coexistence, Third Citizen Guerrilla-type selected Contest Passion, and Town Hall Idea Wall/Open Relaxation" Meeting Canvas Seoul identity (Workshop) keywords confirmed Citizen-led Seoul Brand Development Procedure Seoul brand development Seoul Brand Talk principles established Concert (Our Seoul Story) Rationale for the Seoul branding and Our Seoul Story hosting Citizen Town Hall Meeting What should the Trend analysis Seoul brand carry? On-site participa- Seoul's identity, tion event (Guerril- Seoul's future, etc. la-type Idea Wall/ Open Canvas) Seoul (city) analysis Citizen governance (roles of Compi- Final citizens, Seoul Brand Promo- lation of Keyword keywords tion Committee, Government 2nd data analysis key- filtering of Seoul and professional Competing identified words contractors), etc. cities analysis Directions of the Individual/group Seoul Brand Promo- Stakeholders tion Committee se- interview lected and final brand analysis selected by citizens <TCCS Analysis> Surveys inside and Final Seoul brand outside Korea decision-making timing, professional contractor selection timing, etc. Social analysis Over a period of 1 year, fresh ideas and thoughts were collected from citizens through various channels. Our citizens had the opportunity to share their ideas about Seoul's identity and select important keywords representing Seoul through "Guerrilla-type Idea Wall", "Open Canvas", "Our Seoul Story", which is a talk concert, and "Citizen Town Hall Meeting". Later, they served as the main players of the Seoul brand development process, participating in the contest, giving reviews, and making decisions. Professionals also participated in this process. 400 drafts selected in the first Final review 1000-Person keywords 200 drafts Meeting identified selected in the second review Trivia 60 drafts Contest selected in the third review Seoul brand confirmed 30 drafts selected in Asset Identity/ Seoul the fourth Preliminary strength concept Brand Idea review voting evaluation confirmed Contest 10 drafts Seoul selected brand in the final adjusted Visiting review Contest Professional retouching Seoul brand confirmed Final 3 drafts selected Citizen-led activities Citizen + governance activities Professional-led activities Seoul Brand Promotion Committee: In October 2016, 28 professionals including officers in private businesses, professors, and re- searchers began collaboration to “develop the Seoul brand”. The Seoul Brand Promotion Commit- tee enthusiastically discussed and reviewed Seoul branding to produce a Seoul brand that meets the expectations of our citizens. Prologue Created by Citizens, Enjoyed by Citizens Seoul Brand The Seoul of today is an international city aspiring to attract 20 million visitors yearly and be ranked third among the In- ternational MICE cities as a city loved around the world. It is now time to enhance Seoul's competitive advantage with a powerful city brand, a new growth engine for the city. Seoul's previous brand, "Hi Seoul", was widely criticized for its lack of content and story other than the meaning of simple greetings. "Soul of Asia" was a well-loved brand, but its use faced numerous restrictions in China, one of the world's major markets. As a result, the need for a new brand was steadily discussed among public servants and relevant professionals. Meanwhile, the spirit of the age stresses the importance of the participation, identification, and pride of citizens. Therefore, those of us in Seoul began to create a brand with the participation and leadership of our citizens, instead of trying to select a brand presented by professional vendors, which was how "High Seoul" and brands of Amster- dam and Berlin were selected. A brand is selected to "differentiate" and "improve" the object it is given. At the same time, it is selected to differentiate its object between the past, present, and future. That is why a brand should represent the past, present (as-is), and the dreams and visions (to-be) for the future. If a brand of Seoul represents the dreams for the future only, and ignores its Prologue past and present, no one will accept the dreams of Seoul. On the other hand, if it describes the past and present only, the history and status quo, Seoul will be considered a city with- out a future. This is why "Coexistence, Passion and Relaxation" were se- lected as the core concepts of the Seoul brand. "Coexistence" and "Passion" represent mountains, rivers, fields, forests, palaces, downtown, and the past and present of Seoul citi- zens, while "Relaxation" describes the dreams and visions we will pursue and enjoy. So far, the members of the Seoul Brand Promotion Com- mittee, Seoul Brand Citizen Ambassador (SBC), Citizens Hall Town Meeting, Talk Concert for Citizens entitled "Our Seoul Story," Everyone’s Seoul Brand Creation Group, Seoul Friends, Think, Seoul Institute, Seoul Design Foundation, Metabranding, CDR Associates and Seoul Brand Officer, team leaders, and members have all contributed ideas and energy. In a way, this is only the beginning. What is more important is the sharing that will take place in the future. Our brand project was the world's first one that featured civil participation and leadership. Furthermore, the brand will remain the world's first open source-type brand. In other words, this brand was created by citizens, and will be used by citizens. Unswerving from start to finish, we ask all maintain their interest in our project until the finish. Thank you for the amazing opportunity to participate in the birth of the world's first citizen-oriented brand creation. December 2015 Minki Kim, Chairman of the Seoul Brand Promotion Committee Contents Part 1 Seoul Brand Promotion Committee, Efforts to Create Seoul's New Face Endeavors to Make Brand Carry Meaning 18 What Meaning the Brand Carries 19 How to Change the Brand 22 What to Change 23 Talking about Seoul with People 25 Seoul Tells Its Story Along the Streets 28 Finding the Real Look of Seoul 30 Synergy Created through Collaboration 32 Contractor Selection and Civil Participation Issues 33 Scope of Work to Assign to Professional Contractors 36 What Are Seoul's Core Values 39 Slogan and BI Selection 46 Concern about the Vote Share 52 Criteria for Presented Applications 53 Seoul Brand Making Discussed 56 Volunteering to Represent and Ruin the Brand_Miseok Ko 56 My Twin Brother, Seoul_Yonggyu Kwon 57 "Our Seoul Story,” Unprecedented, Never-to-be-repeated Liberal Arts Talk Concert_Minwoong Kim 58 Making of Our Clock_Byeonghee Kim 59 "Difference" Empowers Us to Draw the Big Picture_Uiseung Kim 60 Familiar Yet Careful as a Participating Citizen_Inhee Kim 61 Respecting Ideas from Citizens - The Biggest Challenge_Jongseong Kim 62 Giving One of the World's Top Cities a Nickname_Kyeongdeok Seo 63 Focused on Delivering the Message_Wonje Lee 64 Period of Exploring and Discovering Seoul's History and Space_Jei Lee 65 Positive Attitude, Not Monitoring and Criticism_Hyekyung Lee 66 Working on a Jigsaw Puzzle, the Joy in the Process_Hoonjong Jang 67 As a Seoulite, Not as a Member of a Capital City_Hyejeong Choi 68 Each Excellent Step_Boyeon Hwang 69 Contents Part 2 Citizens’ Thoughts About the Seoul Brand Unprecedented Civil-Government Collaboration Branding Governance 72 Seoul Brand Citizen Ambassador 73 Everyone's Seoul, Brand Creative Team 75 Seoul Friends 78 Finding the Real Seoul with Citizens 80 Our Seoul Story 80 Let's Write Comments Together 86 Seoul's Identity Clarified 93 The view of Seoul in the Keywords 96 Get Ideas from Citizens 99 Seoul Reborn as Your Beloved One 101 Why We Call It a Contest Showing Consideration 105 Promotional Campaign to Encourage Participation of Citizens with Ideas 110 Idea Contest Promotion 114 Final Three Ideas Selected 116 Selecting Finalists from Citizens' Ideas 118 How Finalists Expressed Seoul 121 Contents Part 3 Unveiling ‘I·SEOUL·U’ Festival will be Held Invitation to Seoul Citizens 130 Sketch of the day 133 Citizens with different faces 133 Boom! Boom! Boom! The sound of drums 135 Find an answer for the last question 140 Winner of Seoul Brand 143 Announcement of the brand created by the citizens 144 How many people chose ‘I∙SEOUL∙U’ 146 Mixed points of view and opinions 148 Negative opinion from the media 149 Positive opinion from the media 151 Positive feedback from citizens online 152 Negative feedback
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