The National Theater Company of Korea has a new identity created by Studio Shinshin, who partnered with Yangjangieom, the firm that created the new system’s bespoke typeface.
The shape of an amphitheater is at the core of the new identity. It represents the Company’s goal of bridging traditional and contemporary theater so that more people experience performances—old and new—more often.
The design teams used the arching shape to develop a grid that drove the development of a new typeface that include both Korean and English variants. The ability to use both languages not only communicates to more people, it also represents connections between the old world and the new.
