New BI and characters selected through public contest; award ceremony held Tuesday

Incheon Transit Corporation's brand identity inTRO and characters Dallo, Duro and Ddiddi [Incheon Transit Corporation]
Incheon Transit Corporation's brand identity inTRO and characters Dallo, Duro and Ddiddi [Incheon Transit Corporation]

Incheon Transit Corporation has finalized a new brand identity and official characters to serve the 3 million residents of Incheon, launching a campaign to strengthen its public image.

The corporation held an award ceremony for its new brand identity and character contest at its headquarters Tuesday, officially unveiling the brand identity "inTRO" and three official characters embodying the company's future vision.

The new brand and characters were developed through a citizen-participation process that actively incorporated ideas from the public.

The contest ran from July 13 to Aug. 6, drawing 170 submissions — 74 for the brand identity and 96 for characters. Six winning teams were ultimately selected, including the top prize winner in each category.

The brand identity "inTRO" combines "in" from Incheon, "T" from Transit, and "RO" from the hanja "ro," meaning "road" or "path."

The name carries a message that the corporation is with citizens at the start of each new day and every journey.

The design incorporates the signature colors of Incheon Metro Lines 1 and 2 and renders the forms of various modes of transport as intuitive symbols to enhance visual impact.

The three characters unveiled alongside the new brand identity each reflect the corporation's core values and the public transit experience.

Dallo, inspired by an otter — an animal equally at home on land and in water — takes on the role of a friendly guide helping citizens get around.

Duro is a mole character that carefully monitors below-ground spaces, serving as a safety guardian for public transit users.

Ddiddi acts as an AI navigator equipped with a cutting-edge smart transportation system, supporting Dallo and Duro.

The corporation plans to apply the new brand identity and characters across online and offline channels, including in-station signage, official social media, promotional materials and merchandise.

The company also intends to expand public engagement through the characters to cement its brand position as a safe and smart comprehensive public transportation enterprise.

"Since this is a brand created directly by citizens, we will make active use of it across many areas to grow into an even more trusted transportation company," said Choi Jeong-gyu, president of Incheon Transit Corporation.


gilbert@heraldcorp.com