Image of Busan MoCA’s Rebranding
Project ©Busan
Museum of Contemporary Art
The rebranding project of the Busan Museum
of Contemporary Art (Busan MoCA) has won a Main Award in the Communication
Design category at the 2025 TDC (Type Directors Club) Awards in New York, one
of the world’s most prestigious design competitions.
Previously, the same project was awarded
the Gold Prize in the Communication category at the 2025 iF Design Awards, one
of the top three international design competitions. Once again receiving global
recognition, the project has drawn significant attention for its branding
excellence on the international stage.
Now in its 71st year, the TDC Awards is
regarded as the world’s leading competition in typography. Entries are judged
based on visual form, experimentation, and cultural interpretation. Selected
works are exhibited and archived.
This year, only 160 entries out of more
than 12,400 submissions from 76 countries were selected for the Main Award.
Image of Busan MoCA’s Rebranding
Project ©Busan
Museum of Contemporary Art
The Busan MoCA Rebranding Project, which
won the Main Award in the Communication Design category, was launched in 2023
to mark the museum’s 5th anniversary. It was part of an institutional renewal
effort aimed at creating a more approachable public image and establishing a
cohesive visual communication system.
In line with its vision of being an open
and inclusive museum, Busan MoCA conducted the project through a public
competition rather than the conventional bidding process. As a result, the
designer duo Formless Twins was selected to develop a new Museum Identity
(M.I.).
The newly developed M.I., which embodies
the variability, fluidity, and expandability of contemporary art, goes beyond a
mere visual makeover. Rooted in a generative concept inspired by ecological
cycles, the new identity redefines the museum’s character in a meaningful and
conceptual way.
Placing the museum’s core themes—nature,
new media, and humanity—at its center, the circular form (O) functions as a
flexible structure that symbolizes diversity and inclusivity. It also serves as
a medium that deepens the museum’s relationship with the environment,
community, and cultural context.
Image of Busan MoCA’s Rebranding
Project ©Busan
Museum of Contemporary Art
Kang Seung-wan, Director of the Busan
Museum of Contemporary Art, stated, “The Busan MoCA Rebranding Project began
with a fundamental question about how design can express a museum’s identity.
It was completed through the collaboration between designers and the museum, as
well as the active participation of our visitors.”
She added, “Through the TDC global
exhibition, 《The World’s Best Typography》, which will tour major cities including New York, London, Tokyo,
Paris, Berlin, Milan, Hong Kong, and Shanghai, audiences around the world will
be introduced to Busan MoCA’s rebranding project.”
