Brand identity design preference survey

Three concepts reflecting Busan's natural environment and identity unveiled

A poster for the 2028 World Design Capital Busan brand identity preference survey [Busan City]
A poster for the 2028 World Design Capital Busan brand identity preference survey [Busan City]

Busan City and the Busan Design Promotion Agency announced Friday they will conduct a five-day public preference survey on brand identity designs for "2028 World Design Capital Busan," running through Tuesday.

The survey aims to visually express the World Design Capital Busan theme — "A city that embraces everyone, design built together" — and to develop a brand that captures Busan's unique identity with input from residents. Three design concepts have been unveiled, each reflecting the city's natural environment and urban character.

Concept A, "Design Wave Built Together," uses curves blending the ridgelines of Busan's mountains with the flow of ocean waves to represent an inclusive city where diverse residents coexist. Concept B, "Layers Built Together," depicts overlapping lines of mountains, the urban center and the sea to evoke a city that holds the lives and culture of past, present and future. Concept C, "Busan Connected Together," shows the pieces of the city's 16 districts and counties coming together as one, representing a Busan that respects regional diversity and stays interconnected.

Residents can take part in the online survey through a dedicated link, while offline participation is available at four subway stations — Nampo, Seomyeon, City Hall and Haeundae.

The survey is open to all residents, and 500 participants selected by lottery will receive coffee coupons. The chosen brand identity will be used alongside the official World Design Capital logo in promotional materials for various events, including "The Preview WDC" in 2027.

The World Design Capital (WDC) is an international program run by the World Design Organization (WDO), designated every two years to cities that pursue urban innovation and improved quality of life through design. Busan was named the world's 11th World Design Capital in July 2025. The city hopes the 2028 designation will spur growth in the local design industry, cultivate future design talent and raise the value of Busan's city brand.

Busan Mayor Jeon Jae-soo said the brand identity is "the new face of World Design Capital Busan, built together with its citizens," pledging to "complete a brand that captures Busan's unique identity and build a World Design Capital that transforms the daily lives of citizens through design."


kaf2002@heraldcorp.com