Leeum Museum of Art

Since first opening its doors in 2004, the Seoul-based Leeum Museum of Art has been building up a wide-ranging collection of Korean, international modern and contemporary art.

The cultural institution, which is run by the Samsung Foundation of Culture, was founded with the ambition to become a 21st century ‘museum of convergence’ – a place where people could see and discuss traditional, contemporary and international art all in one place.

Following a period of closure during the pandemic, the museum commissioned design agency Wolff Olins to create a new visual identity that would better reflect its ambitions, and appear across a number of touchpoints, from signage and communications to social media and augmented reality experiences.

The updated branding is centred around the museum’s dynamic new logo; a rotating form that intends to reflect both the cyclical nature of time and the form of the Leeum’s Rotunda building.

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