Communication

Hot Spring city asan symbol integrated brand

Extra Form

Country	Korea
Year	2024
Award	WINNER
Affiliation	SMVD
Designer	HUNJONG JANG, YEEUN CHO, WONNYOUNG SHIN, YUNA LEE, JAEMIN GWON
Description(English)	The concept of 'Hot Spring City Asan, bridging past, present, and future,' showcases the blending of past and present through hot spring waters. Distinct wave patterns embody the union of various springs that form the city. The chosen colors depict a warm healing place. Visual icons are inspired by Asan's symbols such as magnolias, ginkgo trees, and the Eurasian eagle-owl, as well as hot spring motifs. Through the introduced logo and visuals, we aim to link Asan's history and healing essence, connect its royal heritage with the locale, and merge tourism with experiential values.
Description(Native)	“온천도시 아산, 과거, 현재, 미래를 연잇다”라는 컨셉으로 온천수로 과거와 현재가 서로 스며드는 형태로 표현하였으며. 여러 물결은 다양한 온천들이 모여 온천도시가 되었다는 의미를, 컬러 통해서 따뜻한 치유의 공간을 온천수로 표현했다. 또한 비주얼 아이콘은 아산을 상징하는 목련, 은행나무, 수리부엉이등과 온천을 상징하는 것들을 모티브 삼아 도출하였으며. 탄생한 로고와 비주얼 아이콘을 통해 시민들에게 아산의 역사와 힐링을, 왕실과 지역을, 관광과 체험을 이어준다.온천도시 아산의 아이덴티티 개발을 통해, 국내 온천자원의 우수성을 널리 알리고, 온천 산업 부흥의 신호탄을 쏘아 올린다
Positive Comments
Judging Comments	The 'Hot Spring City Asan' concept bridges past, present, and future through hot spring waters, with wave patterns symbolizing the union of springs. Warm colors create a healing atmosphere. Visual icons inspired by magnolias, ginkgo trees, and the Eurasian eagle-owl, along with hot spring motifs, link Asan's history and essence. The logo and visuals connect royal heritage with local culture, merging tourism with experiential values. The judges noted the effective integration of history and healing, creating a cohesive and inviting identity for Asan.

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