The Seoul Design Policy Office Press Release has obtained written consent from the speaker to publish the summarized and edited content
- Applicable to four modes of transportation covered by the Climate Companion Card: buses, subways, public bikes (Ddareungi), and Han River buses
- ‘GO’ combined with the infinity symbol (∞) symbolizes the endlessly connected and evolving nature of Seoul’s transport
- Expected to serve both as a symbol of convenience for citizens and a representative icon of the city, akin to the London Roundel
- Mayor Oh: “GO SEOUL will play a key role in enhancing Seoul’s design-driven identity and global competitiveness.”
Seoul’s public transportation, long recognized as fast, safe, and convenient, has now become an integral part of everyday life. The city is unveiling “GO SEOUL”, the first-ever unified brand encompassing all transit modes accessible via the Climate Companion Card - a million-seller policy initiative often hailed as a breakthrough in public transportation reform. Through this visual and functional integration, Seoul aims to not only enhance mobility and user experience but also improve urban aesthetics, reinforcing its identity and global standing as a ‘leading design city’.
On Monday, February 24th, the Seoul Metropolitan Government will officially launch "GO SEOUL" as the unified brand for city transport, reflecting the identity, values, and innovation of Seoul’s mobility system. This is Korea’s first initiative of branding to public transportation systems.
The creation of the brand was informed by input from experts across design, transportation, and branding sectors, as well as surveys conducted with 1,000 citizens.
The new brand "GO SEOUL" applies to four transportation methods available via the Climate Companion Card ▲BUS ▲METRO ▲RIVER(Han River buses) ▲BIKE(public bikes, Ddareungi.
Though the Climate Companion Card, launched in January 2024, has been widely adopted—used by approximately one in seven public transport users in Seoul—there was no visual brand unifying the various modes of transport under the card. GO SEOUL fills that gap.
The GO SEOUL initiative draws inspiration from global examples such as London’s iconic Roundel and Paris’s RATP system, which not only improve the user experience but have become symbols of their respective cities.
At the heart of the GO SEOUL brand is the word "GO", signifying Seoul’s dynamic, forward-moving spirit and the convenience of travel for citizens. This is paired with the infinity symbol (∞)—already familiar to users of the Climate Companion Card—to form a new brand symbol. The combination represents seamless, continuous mobility and the connection between Seoul’s present and future.
The Seoul Metropolitan Government expects that with the launch of the unified transportation brand ‘GO SEOUL’, citizens will be able to easily recognize which modes of transport are covered by the Climate Companion Card. This will enhance convenience in boarding, transferring, and overall navigation of the city’s transport system.
The GO SEOUL name will be displayed together with its corresponding official pictograms (based on national KS public signage standards) at various transit facilities across the city - including bus stops, subway stations, Han River docks, and public bike(Ddareungi) station. This initiative aims to establish a unified and recognizable identity throughout Seoul’s transportation system.
For services that already have established names, such as Ddareungi and the Han River Bus, the GO SEOUL brand will be used in combination to ensure consistency and improve recognition—especially for international visitors unfamiliar with the original names.
Seoul Mayor Oh Se-hoon stated, “Once GO SEOUL is rolled out across public transportation infrastructure, both residents and visitors, domestic and international alike will be able to quickly identify which modes are accessible through the Climate Companion Card, contributing to greater convenience in daily life. Furthermore, the unified branding is expected to improve the city’s visual landscape while playing a significant role in elevating Seoul’s identity and competitiveness as a design-oriented city.
■ Unified Transportation Brand
■ Unified Transportation Brand System
■ Unified Transportation Brand Mock-up (examples)
■ Unified Transportation Brand Promotion (examples)
