We started out by renaming the country from North Korea into Love Korea. The word “North” further emphasized the geographical border and division, so we chose to focus on a new core value for their brand: love. “Love Korea” communicates happiness, optimism and of course love. Love is not about being perfect – love is about adapting to someone and something; it is about sharing your world with everybody else in a giving and positive manner. Snask chose to keep the existing flag’s colors because they are beautiful and are united with South Korea. As is custom for Snask, we went a step further than the ICON assignment. We wrote an open letter to North Korea, making all the necessary design files available to download for free on a website we designed ourselves. There is only one condition: in order for them to use the identity, they have to prove to the world that they are a free democracy.
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ICON Magazine, one of the world’s leading architecture and design magazines, invited Snask to rebrand an existing brand of our choice as a part of their Rethink section, where design is looked at more critically. We jumped at the chance to undertake our dream project: rebranding North Korea. Why? Because the world can be full of so much hatred at times, we thought if we show a better visualization of love, in a more inclusive design, we could make a small difference and spark change. And in a dream world, democratize and unify a nation.
Follow the project here.