To commemorate the 50th anniversary of Hankuk University of Foreign Studies (HUFS), the university's visual identity was redefined and modernized while preserving the heritage and symbolic meaning of its original emblem.
The Korean consonant ‘ㅇ’, derived from Oe (외) in Oedae (외대), symbolizes the globe, representing the university's commitment to nurturing outstanding individuals who contribute to the world. Its circular form also signifies the cultivation of a well-rounded character.
The consonant ‘ㄷ’, derived from Dae (대), represents the university's founding ideals of Truth, Peace, and Creation. It also symbolizes a key that opens the door to these ideals. Positioned at the center of the circle, it expresses the belief that these three principles should serve as the foundation of human life.
The redesigned university emblem retains the familiarity and historical significance of the original identity while introducing a more contemporary visual expression. Its circular composition represents the spirit and aspirations of HUFS students and graduates standing confidently at the center of the world. The Korean consonants ‘ㅇ’ and ‘ㄷ’ are transformed into distinctive graphic elements, while the inclusion of latitude and longitude lines reinforces the university's global vision.
The signature color, Teal (Pantone 315 C), symbolizes the future, life, growth, and hope.
A defining feature of this identity renewal was the introduction of a dual identity system, distinguishing the traditional university emblem from the newly developed HUFS Communication Mark. This pioneering approach established what is regarded as the first university identity (UI) system in Korea to separate an institutional emblem from a communication mark, balancing academic heritage with contemporary brand communication.
WORK SCOPE
UI Design Development
50th Anniversary Amblem Design
CLIENT
HANKUK UNIVERSITY OF FOREIGN STUDIES I 한국외국어대학교
2004. CRAYFISH INC.
