BUSAN INITIATIVE

Busan Initiative is the strategic branding commissioned by the South Korean government to Edelman Korea for attracting the hosting rights of World EXPO 2030 in Busan, Korea. The government devised six key strategies for securing the World EXPO 2030, and they requested a key visual and logo that could encompass all these strategies. The project involved designing the logo, slogan, font, and key visual, all with a focus on maintaining a professional and concise atmosphere.

The design features seven layers of squares symbolizing the 6 strategies consisting Cornerstone Projects and Insight Busan, the promotional activities conducted by Busan Metropolitan City and the South Korean government for attracting the World EXPO 2030. These seven squares are positioned to the left of the word "BUSAN," creating a complete rectangular ratio that allows for easy adaptation to various formats.