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).
