THE CHALLENGE

Since the BI renewal in 2021, Seoul Illustration Fair has continued to expand its brand identity with CFC every two years. More than a one-off event design project, it is an ongoing exploration of how a single brand essence can evolve over time.

The goal for the key visuals of Seoul Illustration Fair V.19·20 and Busan Illustration Fair 2025 was to preserve the established concept of “the act of drawing and the canvas” while creating a distinctly new experience differentiated from the previous V.15·16 visuals. While maintaining the continuity of the brand, the project required a new visual rhythm and an expanded formative language. At the same time, the diverse creative categories and energies represented by SIF needed to be organically connected within a single key visual system.

THE SOLUTION

CFC designed the categories of “Drawing, Story, Graphic, Motion, and Metaverse” to interact within a single dimensional canvas system. Each element functions as an independent object while simultaneously forming relationships within one visual surface, visualizing the fresh and dynamic atmosphere unique to Seoul Illustration Fair.

By adding dimensionality to the previously flat-centered graphic language, the visuals create a fresh impression through a vibrant color palette and spatial composition. Through this approach, the project proposes the infinite possibilities of variation that can emerge from the simple theme of “the act of drawing and the canvas.”

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