Bureau and Corporate Funded Body
The emblem features the Korean letters, “Seoul”, into mountains, sun and the Hangang (River) and a general design depicting the figure of a joyful human being, thus representing Seoul as a human-oriented city. In the context of nature, humanity and city, the green mountain signifies respect for the environment, the blue Hangang, history and vitality, and the Sun in the center, the city’s vision of the future. These three elements are organically connected with the strokes of a brush, visualizing Seoul’s image and dynamic energy. The emblem was designed on the basis of national roots, so that it can be seen as a symbol of Seoul’s present and future. The basic idea for the design was inspired by the works of two prominent painters of the Joseon Dynasty (1392-1910), namely, Mokmyeokjodon (Sunrise over Namsan (Mountain)) by Jeong Seon (pen name: Gyeomjae) and Mudong (Dancing Boy) by Kim Hong-do (pen name: Danwon).
This emblem was adopted on October 28, 1996, replacing the emblem previously used from 1947.
The logotype is one of the core elements of Seoul’s CI (City Identity) and was specially designed to represent Seoul in an official capacity. It was intended for use with the city’s insignia from the very beginning. The design cannot be changed under any condition.
The name combines the greeting “Hi!” with the city’s name, “Seoul”. It aims to convey a friendly image of Seoul to the global community and to promote harmony and unity among Seoul’s citizens. Since “hi” is also a homophone of “high,” the brand offers a new vision for Seoul and reflects the city’s commitment to making Seoul one of the world’s leading cities. The “Hi Seoul” brand slogan was officially unveiled on October 28, 2002, the 9th Citizen’s Day. A sub-slogan, “Soul of Asia,” was added on November 13, 1996 to make Seoul’s identity, vision, and goal clear. ‘Seoul’ and ‘soul’ sound somewhat similar in the English language, thus evoking an overlapping image. It was intended to express the diversity of Seoul’s culture and the city’s goal of becoming a global center by merging traditions with cutting-edge digital technologies.
Seoul’s symbol ‘Haechi’ was created to satisfy the need for a memorable set of symbols that befit the size and status of Seoul and to elevate its position, build competitiveness, and boost recognition. This unique icon was inspired by Seoul’s traditional symbol and imagery that roots back to China.
The Haechi is a mythical animal referred to in Yimulji (異物紙, Korean pronunciation), an ancient Chinese book on mythical creatures, as “a beast with a single horn that lives on the remote edge of the northeast region. It is said to have an upright temperament, attacking those who foment conflict with its horn.” Koreans believed the Haechi to be an animal that could determine right from wrong. Haechi were considered guardians against fire and other disasters. Haechi sculptures made by the master stonemason Lee Se-wook were placed in Gyeongbokgung Palace during its construction to protect it from the strong ‘fire’ energy emitted by Gwanaksan Mountain. This mystical animal was widely held to be a guardian against fire and other negative forms of energy, as well as a bringer of happiness and good fortune.
The Seoul Metropolitan Government designated the forsythia as the flower of Seoul on April 3, 1971. The flower is considered the most appropriate symbol of Seoul’s climate. Forsythias come into full bloom in early spring, and symbolize the cooperative spirit of Seoul’s citizens.
The Seoul Metropolitan Government designated the ginkgo, known for its beauty, longevity, and strong resistance to pollution, as the tree of Seoul on April 3, 1971. As a tree that grows big and strong, it symbolizes the development and prosperity of the nation’s capital.
Traditionally loved by the Korean people, the magpie is believed to be an auspicious bird and a messenger of good fortune. According to a Korean folktale, magpies formed a bridge to help two star-crossed lovers reunite. The magpie was chosen as the national bird of Korea in 1964, after receiving a substantial amount of votes in a national contest.
Seoul’s original font, the Seoul Font, was developed to enhance Seoul’s brand value. Based on the Myeongjo Font (Korean serif type), the type family includes four Seoul Hangang types (light, medium, bold, and extra bold), four san-serif Seoul Namsan types (light, medium, bold, and extra bold), and one type for vertical writing, making nine types in total.
The Seoul font was inspired by the spirit of the nation’s classical scholars. Its simple yet elegant features make good use of empty space and capture the elegant curves of traditional Korean homes. The name incorporates Hangang and Namsan, two of Seoul’s most important assets. The font is intended to foster cultural pride in written and spoken Korean.
WINDOW(TTF) compatible with Window98, Window XP, Window Vista
MAC(OTF) Machinosh OS X(version 10.4xand above)
Versions before Seoul Font March 2010(08 Seoul Namsan Font, 08 Seoul Hangang Font)
TTF Users (Windows)
OTF Users (MAC)
Mobile(other hand-held devices)
Hangang (River) silver