Haenyeo Museum
Corporate Identity Design
Haenyeo Museum is a cultural museum that aims to preserve the unique diving culture in Jeju Island, Korea. As a fellow Korean, I admire this culture and saw potential in rebranding the museum to better represent the beautiful culture they showcase.
Current Logo
Proposed Logo
The current logo follows an illustrative style that is popular in East Asia. The culture is shown through the woman diving and a special equipment haenyeos use when diving, shown on the top left. Despite having good connections to the culture, the current logo focuses on the recognizable appearance based connections. However, within the culture, there are so many unique details that cannot be shown through mere appearance.
The Logo and Fluid Elements
The proposed logo shines light on the values of the culture rather than the focusing on the act of diving itself. The waves represent the spiritual side of Jeju, as the haenyeos don’t rely on equipment for safety, but pray to the sea goddess instead. The wave is also divided into three parts which represent the three skill levels haenyeos divide themselves into. The three blues become one to create one wave which represents community; an important aspect of the culture. Lastly, the wave is shaped in a yin yang shape that is also on the Korean flag.
The fluid elements follow the same colour scheme as the logo to represent community. On top of that, the white circles represent the holding of breath which is the skill that the whole practice is built upon.
Stationary:
Business Card, Letterhead, Envelope
