The Reference Seoul launched in 2019 as a bookstore embracing art and exhibition and has since evolved into a vibrant cultural hub in Seoul. True to its name, The Reference Seoul serves as a comprehensive resource for art blending curated artist books with immersive exhibitions and fostering a creative community of artists, designers, editors, and researchers. The Reference Seoul positions itself as a contemporary art space similar to a museum reading room where art naturally becomes part of everyday life.

The Reference Seoul deepens art lovers’ engagement by linking thoughtful book curation with dynamic exhibitions creating an iconic and flexible platform that redefines how audiences experience art through printed media.

At the core of The Reference Seoul’s visual identity is a barcode inspired by the ISBN of one of the store’s earliest books. More than a graphic element this barcode symbolizes a profound connection to publishing and knowledge-sharing quietly honoring print culture while embodying modern principles of structure, accessibility, and clarity. Framed by clean minimal typography, The Reference Seoul’s system delivers a cohesive and adaptable framework that flexibly supports a diverse range of exhibitions and projects.

The choice of Swiss 721 Ex BT typeface reinforces The Reference Seoul’s clarity, neutrality, and timelessness which ensure versatility across formats and touchpoints while maintaining an approachable consistent tone.

This system offers a cohesive and adaptable identity that supports The Reference Seoul’s vision fostering lasting connections between art and publishing.