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Seoul press and asset kit

Seoul Metropolitan Government's brand kit details the Seoul, My Soul identity and provides historical logo archives for I SEOUL U and Hi Seoul.

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Seoul press & asset kit: Brand
Brand Captured 16 Sep 2026

Seoul Metropolitan Government brand identity page detailing the 'Seoul, My Soul' brand, colors, and mascots.

Seoul press & asset kit: Logo
Logo Captured 16 Sep 2026

Brand identity page for the 'I·SEOUL·U' city brand presenting logo variations, color swatches, and usage rules.

Seoul press & asset kit: Hi Seoul
Hi Seoul Captured 16 Sep 2026

Historical page documenting the former 'Hi Seoul SOUL OF ASIA' brand with origin story and asset download links.

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Freedam's take

I find municipal branding sites fascinating, especially when they retain past identities instead of erasing them. Seoul presents its current Seoul, My Soul brand alongside full records for both I SEOUL U and Hi Seoul. Rather than tucking old assets away, the city documents the conceptual meaning, colors, and mascot pictograms for its active brand while keeping historical logo files accessible in vector and raster formats. The presentation feels deeply civic and utilitarian, acting as an open reference archive for residents and designers who need the city's marks.

At a glance

Sections
ABOUT SEOUL · CITY HALL · POLICY · SERVICE · NEWS · Brand · City Brand
Downloads
AI, PNG, JPG
Tone
Civic, archival, and informative, focused on municipal symbolism and accessible asset distribution.

What I noticed

  1. The Brand section details the 'Seoul, My Soul' logo in portrait and landscape orientations with AI and PNG download links.1234
  2. The identity includes four brand color swatches detailed with RGB, HEX, CMYK, and Pantone values.5
  3. The portal maintains dedicated pages and vector downloads for past city brands including 'I·SEOUL·U' and 'Hi Seoul'.6789
  4. Brand mascots named DongHaeng-i and MaeRyeog-i are introduced alongside special baton pictograms.10

Numbers refer to the screenshots above.

What I could not see

  • No downloadable comprehensive brand guideline PDF was visible on screen.
  • Typography download links or web font specifications were not visible.
  • Marketing or editorial design templates were not observed.

Ideas to borrow

  1. Civic organizations can maintain public historical brand pages so designers and researchers can still access legacy assets and context when a city updates its identity.89

Quick answers

Where can I download the Seoul city logos?

Vector AI and raster PNG files for 'Seoul, My Soul' are available directly via zip download buttons on the main Brand page, while previous marks like 'I·SEOUL·U' and 'Hi Seoul' offer AI and JPG archives on their respective pages.1267

What colors define the 'Seoul, My Soul' identity?

The brand defines four primary color swatches (Pink, Yellow, Blue, Green) specified across RGB, HEX, CMYK, and Pantone values.5

Reviewed on 25 September 2026. Request a correction · I built this

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Unlike the City of Breda, which concentrates exclusively on its modernized municipal identity and three logo variations, Seoul provides active asset pages for its current 'Seoul, My Soul' identity alongside its prior 'I·SEOUL·U' and 'Hi Seoul' campaigns. While the City of Bruges supplies logo downloads in PDF and PNG, Seoul distributes vector files packaged as AI and image archives.