The Preview SeongSu is an annual art fair held in Seoul, South Korea. Their visual identity was designed by NYC based Jun Ki Hong. From his case study:

Since its debut in 2021, The Preview Seongsu has been at the forefront of the evolving art market, reflecting the shifts driven by a new generation of artists, collectors, and galleries. This year’s showcase is more dynamic and enriched, featuring galleries and artists who have grown with the fair and are poised to continue evolving in the future.

With the theme Together We Grow, growth is visually expressed through a variable format, where the repetition of circular forms echoes like rhythmic chants. Bespoke Korean lettering and unique glyphs add depth to the display typography, creating a sense of harmony and contrast. The vibrant color palette energizes the identity system, amplifying a visual narrative that draws viewers in, inviting them to engage with the interplay of form and meaning.

While version 0.5 of Purple Haze introduced icons like the four-leaf clover, manicules, smiling face, and heart, the designer expanded the symbol set even further. Additionally, the necessary Hangul characters were created. (Attention: there is no Hangul in the retail version of Purple Haze). The animation of these new glyphs deviates from Purple Haze’s style, instead forming dot by dot. Another modification to the existing font is the replacement of the periods and eyes of the smiling face with a single black dot. Supporting text is set in Documan (Latin) and TlabModernRound (Hangul).

Hosted by ShinhanCard
Organized by ARTMEETSLIFE(AML)
Design by Jun Ki Hong (jun.works)
Photography by Fall Min Studio, Dan Ah Studio

In this booklet, information is set in Helvetica and Yeolrin Gothic.