Changdeokgung or Changdeokgung Palace Complex is a UNESCO World Heritage Site located in Seoul, South Korea. This royal palace has remained as an important historical site for its architecture and influence. Established in 1405, Changdeokgung was built after the main palace Gyeongbokgung and was eventually repaired after the Imjin War. It’s now considered as a major tourist attraction alongside the palace’s Secret Garden.

This project focused on building a brand that depicted the importance and history behind Changdeokgung. Known for its impressive architecture and design, there was an emphasis on harmony, structure and elegance. The logo is a simplified illustration of the palace with a sun at the top center of it because Changdeokgung is also referred to as the “East Palace.”

Vibrant colors were chosen to represent the surrounding nature and the palace itself as they are incomplete without each other. Colors such as red and gold hold a significant meaning in relation to tradition and royalty in Korean culture. Various textures were used to reflect the craftsmanship seen on the tiled roof carvings, wooden doors, and wooden platforms. To highlight the landscape and the Secret Garden, simple illustrations were created for the brand.  

Changdeokgung is not just a place for the people of South Korea to come and visit, but for others as well to come and experience the country’s culture and tradition.