“Seoullo 7017” is the new brand name of an elevated pedestrian road near the Seoul Station in downtown Seoul, a metropolis with 10 million populations. Seoullo 7017 is completed on the city’s 45 years of flyover, named “Seoul Station Goga” or “Seoul Station Overpass,” as a downtown revitalization project of the Seoul Metropolitan Government. VJO participated in the project with developing its brand design as a part of a talent donation.
“Seoullo” has double meanings in Korean – one is “Seoul Road” and the other “To Seoul.” “7017” is added to the name because the flyover was originally built in 1970 and reborn as a pedestrian road in 2017. Its brand design incorporates a pair of walking legs in a curved shape to embody people’s pleasant walking and smiles. The legs can be changed into various types of them to represent a diversity of pedestrians. The brand design is based on “Seoul Hangang” font developed by the Seoul Metropolitan Government in 2008 as an open source typeface to be freely used by public. In fact, this font was used with a specific intention that Seoullo brand design can be a good example where a public resource is used in a more desirable way.