Steve Seongmin Ju

Rough Waves__


🎣🪣🩵 
About (me!)
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KGSD Logo Rebranding2023Identity Design, Type design, BrandingAdopted in 2022, the new logo for Harvard University Graduate School of Design takes inspiration from its main building, Gund Hall. The letterform acts as both a symbol and a tool, The visual form, derived from self-reflexive inquiry, both embodies and represents the GSD’s pedagogical mission.

Having the opportunity to redesign the logo for the Korean organization at Harvard GSD, my priority lied in creating a visual language which emphasizes the beauty of South Korea and the South Korean language while connecting with the initial identity of Harvard GSD and following its structured logo guidelines.



Located on the left is the original template for the iconic “H” symbolizing the GSD identity. In order to visually capture the distinct and pioneering icon, I have created a 5x6 grid with 0.25” gutters to give myself a strong base to explore the potential introduction of South Korea into this visual language.
(background info feel free to skip)
Created in 1443 and distributed in 1446, 한글 (Hangul) was invented by King Sejong, acting as a response to the illiteracy in Korea and parting from the previously used Chinese writing system.

While there lies similarities between the two systems including fonts being monospaced by default and having a center of gravity rather than a baseline, Hangul is easily distinguishable by its unique characters structured by the movements of one’s articulatory organs and its wordspacing system. 

The functionality of stacking consonants and vowels with each character while each character efficiently holds meaning and significance, foregrounding the features of its own design and construction. Just like Gund Hall.Utilizing the 5x6 grid formated earlier, the characters were cautiously built to perfectly portray Harvard GSD characteristics while functioning as its own system. Afterwards, I have created a variation of the system, connecting and thickening the strokes, presenting itself as neutral and contemporary.

By forming two visual language systems, the letterforms represent the two sides of Korea. The first system represents the genius and beauty of traditional Korean culture and architecture while the latter conveys the country’s current state of being a leading nation in technological and innovation.

[“ㅎ” is identical to “H” and is the initial consonant for “하버드,” pronounced as “Harvard.” This also applies to the letterforms below, the letterforms together being pronounced “KGSD.”]
Each letterform capable of being used individually


Traditional, Architecture, Beauty, Firm, Balanced
Innovation, Technology, Liveliness, Young, Experimental