D STAGE MAGAZINE
An integrated rebrand that brings five cultural programs into one cultural platform.
The Dong-A Ilbo
We rebranded five programs run by The Dong-A Ilbo Cultural Affairs Division—music, dance, traditional music and musical theatre competitions, plus its exhibition program—as one cultural content platform. D STAGE MAGAZINE gives each program room to retain its own history while building recognition and value within a shared brand.
Discover Stage, Define Stage and Dream Stage became the three organizing ideas for the brand language and content system. A D symbol expressing the relationship between stage and audience connects the identity, typography, shared palette, five category colors, Instagram light and dark modes, mockups and application rules.
- Project for
- The Dong-A Ilbo
- Scope
- Cultural business architecture
- Brand strategy & rebranding
- Visual identity system
- SNS design system
- Brand guideline
Five cultural programs, one platform
Music, dance, traditional music and musical theatre competitions had previously appeared as separate programs. We created a common language and an expandable structure that preserves their specialist histories while presenting them to audiences as one cultural platform.
Discover, Define, Dream
The content framework discovers new artists and stages, defines their value and stories, and connects them to future possibilities. This sequence became both the central brand message and the organizing principle for social content.
A social system made to operate
Feeds, profiles, highlights, category colors and layout rules were designed to work across Instagram’s light and dark environments. A typographic system with institutional weight was balanced with digital flexibility, keeping the five cultural fields distinct yet coherent.
The complete guideline
The full 50-page guideline is presented below in its original order, covering the brand vision, primary and secondary marks, Korean and Latin typography, shared and category palettes, social mockups, offline applications and the Discover, Define and Dream Stage framework.
D STAGE MAGAZINE — Brand guidelines
50 pages · Brand vision, identity, typography, color, social system and applications
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