Korea plans to adopt common branding for all government departments and agencies, government officials said.
According to a blueprint unveiled Tuesday, a new government identity will be developed by October and will be phased in from next March until 2017, replacing the existing brands and symbols of some 750 public institutions.
“From development to application, the all-of-government brand is estimated to cost around 23.6 billion won ($20 million),” Won Yong-gi, director at the Ministry of Culture, Sports and Tourism, said at a press conference.
All of Korea’s 22 government ministries have their own, independently developed symbols, but none of them makes a lasting image on taxpayers, the ministry official explained, citing a survey.
Government ministries and agencies have been using their own brands and symbols, but a new plan seeks unity and consistence through a pan-government brand. (Ministry of Culture, Sports and Tourism)
The poll, which the ministry conducted with 1,158 Koreans online, found that 53.6 percent of respondents could not recognize any of the 22 ministries’ symbols.
A common, easily recognizable brand will ensure clear and consistent branding across various governmental programs, services and initiatives, while ensuring credibility and trust on local and international levels, the official said.
Subject to the new branding policy are all central governmental agencies, with some exceptions, such as the National Police Agency, the National Intelligence Service and the Ministry of National Defense. A total of 716 provincial governmental agencies will also have to adopt the new symbol, common fonts, signage and other brand elements.
By Lee Sun-young (milaya@heraldcorp.com)
