Event Identity for an International Concert at the Seoul Arts Center

THE CHALLENGE

Celebrating Mozart

The year 2006 was Wolfgang Amadeus Mozart’s 250th anniversary, and many countries celebrated his birthday by organizing an anniversary concert. Korea was no exception. In Korea, the Seoul Arts Center planned to invite the world-renowned Mozart music director Nikolaus Harnoncourt to perform Mozart’s Requiem. Furthermore, Concentus Musicus Wien, Schonberg Chor Wien, and soloists performed as well in the memorable concert. 

THE SOLUTION

Welcome to Seoul, Mozart

Other countries created domestic event’s identities in their posters using traditional representational methods and Active Visual Codes. Seoul was no exception, but the addition of a contemporary feel further represented its identity. The “AC Young” font was the Proposed Cultural Code of Mozart’s performance and the Proposed Visual Cultural Code. 

THE MINDSET

Unique concert event

The event was sold-out instantly. The dominant color blue, an abstract representation of Mozart’s profile, the word ‘Requiem’ placed at the eye and the letter ‘o’ of ‘Mozart’ placed at the ear of the profile, and the profile image of Nikolaus Harnoncourt indicated the mood and feeling of the event. 

AC Young typeface

Responsibilities: consulting, research, concept, typography, illustration, image correction, color correction, layout design, comprehensive design, production design, pre-press, and press-check