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Wisdom House (집현전) identity

Contributed by Lee Kyeongcheol on May 20th, 2024. Artwork published in
April 2024
.
Wisdom House (집현전) identity 1
Source: studioduggubi.com Studio Duggubi. License: All Rights Reserved.

Wisdom House (집현전) is a startup accelerator that provides funding, mentoring, and strategic advice to emerging companies.

The brand identity design of Wisdom House adopts and modernizes the architectural style of the Joseon Dynasty’s Jiphyeonjeon (집현전). It notably incorporates Jiphyeonjeon’s elegant roof lines, robust pillar structures, and clearly defined stair forms as motifs, effectively integrating traditional elements into a contemporary business environment.

To depict the pillars of Wisdom House, the bold and condensed Dragon was utilized. For both Korean and English texts, the clean and modern SUIT was employed. The Chinese characters at the top were crafted through custom lettering.

Wisdom House (집현전) identity 2
Source: studioduggubi.com Studio Duggubi. License: All Rights Reserved.
Wisdom House (집현전) identity 3
Source: studioduggubi.com Studio Duggubi. License: All Rights Reserved.
Wisdom House (집현전) identity 4
Source: studioduggubi.com Studio Duggubi. License: All Rights Reserved.
Wisdom House (집현전) identity 5
Source: studioduggubi.com Studio Duggubi. License: All Rights Reserved.

Typefaces

  • Dragon (Rajesh Rajput)
  • SUIT

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1 Comment on “Wisdom House (집현전) identity”

  1. The Chinese characters here are very poorly designed. The proportions look unnatural (e.g. 隹 leans to the left, 貝 should be narrower, 共 should have a much lower center), and the character designs don’t match each other (the components of 殿 are particularly spaced out in a way that 集 is not).

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