Brand Identity

Common Ground

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The newly opened Common Ground building in Seoul is one of the largest shopping malls in the world. The complex constitutes an unusual retail platform as it is built from 200 shipping containers. When creating the visual identity for Common Ground, the aim was to express the brand’s mission to connect people and to encourage mutual value creation and exchange. Indeed, the identity visualises this connection by means of the logotype, composed of the shopping mall’s initials “C” and “G” facing each other. The small gap in the middle, as an open form, illustrates that the mall is eager to capture something new and to embrace change. In this sense, the design communicates the young, dynamic and flexible character of the brand.

Credits
  • Client:
    Kolon Industries, Gwacheon City, Gyeonggi Province
  • Design:
    Kolon Global, LSI Department, Gwacheon City, Gyeonggi Province
  • Design:
    URBANTAINER, Seoul
  • Photography:
    Kyungsub Shin, Seoul
  • Photography:
    Young Kim, Indiphos, Seoul