Chaewon Lee


Chaewon is a designer
specializing in branding
and typography based in 
Seoul and NYC.



Graphic Design / Branding

  1. Siglio Press
  2. Pordenone Silent Film Festival
  3. 21st Century Healthcare
  4. Asia Society
  5. AquOs
  6. F zine
  7. Edges of Ailey
  8. Ofform Iconography
  9. Gama
  10. Vitra Catalog


UIUX

  1. LoopUp
  2. OVO



About
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©2026 Chaewon Lee


Asia Society


Brand Identity
This project is a rebranding of Asia Society, a nonprofit cultural institution that connects Asia and the world through art and education. The visual concept is rooted in Cheon–Ji–In (Heaven, Human, Earth), a philosophical framework shared across East Asia. In translating this philosophy into a graphic language, the identity draws from the way Cheon–Ji–In has been graphically interpreted in Korea, where it is represented through a circle (Heaven), a vertical stroke (Human), and a horizontal stroke (Earth). This structure resonated with Asia Society’s mission by placing humans at the center of cultural exchange. Based on this system, a geometric logo was developed and expanded into a cohesive visual language applied across multiple platforms, forming a unified and flexible brand identity.




 Logo System Within the visual system, the circle represents Heaven as an overarching and ever expanding domain used to define Asia Society’s program categories. The vertical stroke signifies Human as the point of direct engagement and is used to express the program title and identity, while the horizontal stroke represents Earth by grounding each program in its physical and temporal context. Together, these elements translate the Cheon–Ji–In philosophy into a clear and structured information hierarchy.





Single World / Intersecting Worlds Layout The graphic system operates through two layout modes: a Single World layout, where Heaven, Human, and Earth coexist within one structure, and an Intersecting Worlds layout, where two systems meet to visualize cultural exchange.