Together with the Intern Asta Ostrovskaja, SNASK undertook a bold initiative to rebrand North Korea, driven by the belief that the existing dictatorship requires significant change. The studio was invited by ICON Magazine, a prominent publication in architecture and design, to participate in their “Rethink” section, which encourages a critical examination of design concepts. Seizing this unique opportunity, SNASK eagerly embraced the challenge of rebranding North Korea, viewing it as their dream project.
The motivation behind this ambitious endeavor stemmed from a desire to counter the pervasive negativity often associated with the nation. SNASK believed that by presenting a more inclusive design that emphasizes love, they could contribute to fostering positive change and perhaps even inspire a transformation within the country. Their ultimate aspiration was to democratize and unify a nation that has long been marked by division.
To kick off the rebranding process, SNASK made the significant decision to rename the country from North Korea to “Love Korea.” They recognized that the term “North” reinforced notions of geographical separation and division. In contrast, the name “Love Korea” embodies themes of happiness, optimism, and, most importantly, love. For SNASK, love is not merely an ideal, it represents adaptability, generosity and a willingness to share one’s world with others.
In keeping with their vision, SNASK decided to retain the original colors of the North Korean flag, appreciating their aesthetic beauty and their connection to South Korea. However, they did not stop there – in true SNASK fashion, the agency extended their efforts beyond the parameters set by ICON Magazine. They composed an open letter addressed to North Korea, making all design files available for free download on a website they created specifically for this purpose. The only stipulation was that the North Korean government would need to demonstrate to the world their commitment to becoming a free democracy in order to utilize the new identity. This bold statement encapsulated their message:
