Seoul Mediacity Biennale

For the 12th Edition of the Seoul Mediacity Biennale, a visual language unfolds between Hangul and Latin—where typography becomes translation, and design traces the rhythm of a city in flux. Guided by So-Hyun Bae from ÉTÉ STUDIO, the identity spans space, screen and print.

The concept began with the ambition to play with Korean and English—blurring the line between two languages and writing systems, and exploring new ways of reading. Repetition shaped typographic patterns, while coordination and cartographic codes (the dots) introduced a rhythm of navigation. What emerged was a cryptic mapping, a layered legibility.

The scope included the logo, website, and visual materials across both print and digital—an anthology, guidebook, and map, as well as posters, merch, and campaign assets. The identity extended into social media and the full range of exhibition materials.