Ulju Mountain Film Festival
UMFF, Ulju Mountain Film Festival, is the first mountain culture and sports-oriented film festival that is held in Asia. Ulju, where this film festival is held, is known as the “Alps of Korea” and the fastest sunrise city in Northeast Asia.
Unlike the West, where mountains have been described in sharp shapes, Asians have typically used round shapes to describe their mountains. Based on this tradition, I developed the visual identity of UMFF, inspired by the famous Korean painting Irworobongdo, which depicts the sun, moon, and five peaks.
Unlike the West, where mountains have been described in sharp shapes, Asians have typically used round shapes to describe their mountains. Based on this tradition, I developed the visual identity of UMFF, inspired by the famous Korean painting Irworobongdo, which depicts the sun, moon, and five peaks.
On top of the aesthetics and colors of the mountain that can be felt in the painting, I captured the identity of the first mountain film festival of Korea and Asia. The U and the M represent rivers and mountains, and two Fs represent the silver grass at Sinbul Mountain. The red circle on the right of F symbolizes the earliest sun rise in Northeast Asia. Overall, through this visual identity, I tried to deliver the familiar image of Asia in contemporary visual language.