The visual Identity of SeMA Biennale Mediacity Seoul 2014 is about creating and combining basic structural lines inspired by respective traces, manners of existence, or forms of attitude regarding the themes of ‘ghost’, ‘spy’, and ‘grandmother’. To be precise, the ghost is expressed by its swift appearance/movement; the spy, by sharp angled lines drawn as a traitor’s attitude of betrayal; the grandmother symbolizes accumulation of time and wrinkles.
 
Once these triple forms of existence are assembled, we can discover the archetypical shapes of the origin from this exhibition theme. Additionally, the assembled form looks like a modern talisman, with a knot becoming loose, thread by thread.
 
This identity would be played in variations, as a platform embracing image, or indicative symbol mediating the artworks during the exhibition period.
 
Design: Jung Jin-yeol (Graphic designer/ Assistant Professor, Dept. of Visual Design, Kookmin University)
Majored in graphic design in Kookmin University, Yale Graduate School of Art. Participated in various projects such as Platform 2009, Gwangju Biennale 2010, and worked with Nam June Paik Art Center, National Theater Company of Korea.
 
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