2023 Title Match: Dongi Lee vs. Sangwoo Kang

Ordinary People designed the exhibition graphics and book for the 2023 Title Match: Dongi Lee vs. Sangwoo Kang at the Buk-Seoul Museum of Art, part of the Seoul Museum of Art (SeMA). Title Match is a signature annual exhibition at the museum, and for 2023, it brought together artists Dongi Lee and Sangwoo Kang. These artists deconstruct the familiar by either ‘borrowing what has already been borrowed’ from mass media imagery or by revealing the ‘insignificant and fragile figure seen from behind’.


From the works of Dongi Lee and Sangwoo Kang, Ordinary People distilled shared themes of ‘temporality’, which disrupts linearity, and ‘ambiguity’, which purposefully obscures the familiar. Inspired by these concepts, they reinterpreted established norms, incorporating ambiguity as a core graphic element throughout the exhibition. The accompanying book also embraces this theme, reimagining conventional book structures, reading sequences, and orientations.

The design combines contemporary Latin and Korean typefaces to support the exhibition’s layered narrative. Farmacia by Nguyen Gobber is used for English titles across both the exhibition graphics and the book, adding a distinctive visual character to the design. Aktiv Grotesk KR by Dalton Maag serves as a secondary heading typeface for English and Korean in the exhibition graphics, providing clarity and consistency across languages. In the book, Korean headings are set in AG Madang Display by the AG Typography Institute, while GT America by Grilli Type is used for Korean and English body text.