Visualizing the future by reinterpreting Eastern and Western traditions
The name Leeum is a combination of the family name of its founder, “Lee”, and the shortened word for museum, “um”. The museum’s logo visualizes the sequence of time connecting the past, present, and future.
The typography of the logo is a modern reinterpretation of ancient Roman engravings; the height of its capital and lowercase letters are the same. The timeline that cuts through the center of the characters symbolizes the Museum’s goal, which is to march towards the future on both the traditions of historical art and the developing trends of contemporary art. Additionally, the six colors of the traditional Korean color pallet were used to express the Museum’s focus, the “unification of time and space”.
The Museum Identity of Leeum, which is expressed in traditional yet dynamic images, was designed by Ms. Margot Perman at Real Design Associates (RDA), who has been developing the most successful brand identities of institutions in the world, such as the Guggenheim Museum, the Field Museum in Chicago, and the UNFPA.