As the country’s leading public service broadcaster and host of PBI Seoul 2018,
Korean Broadcasting System created an emblem for the annual PBI conference,
which will take place in the capital and largest city of South Korea from October 23–25, 2018.
The emblem conveys the message of hope and unwavering support for public service broadcasting.
The PBI Seoul 2018 emblem symbolizes Seoul, the capital of the Republic of Korea. As the host organization of the upcoming PBI conference, KBS is proud to call Seoul its home.
Embraced by the principal values and spirit of public service broadcasting, past PBI conference emblems have embodied artistic features of famous landmarks of the host cities. The PBI Seoul 2018 emblem illustrates some symbolic images of Seoul, the center of Republic of Korea. The emblem demonstrates a continuing commitment by public service broadcasters across the world to make joint efforts amid the ever-evolving media landscape dominantly driven by the so-called digital and mobile revolution.
The PBI Seoul 2018 emblem is exquisitely composed of five key symbols, the Hangang River, Gyeongbokgung Palace, Haechi, King Sejong, and Hangang River Bridges.
The Hangang River, a major river in South Korea, is the most important physical
landmark in Seoul, dividing the north and south. Flowing down from its headwaters
high in the mountains to the east, the Hangang River has for centuries brought life to
the plains of central Korea, allowing cities and civilizations to flourish. It has irrigated
the soils, brought trade and commerce, and served as a defensive barrier against
attack. In recent years, the Hangang River has provided the residents of Seoul with a
beloved place of rest and relaxation.
Also, the rapid economic growth after the Korean War seen in the country is referred to as the “Miracle on the Hangang River.” The Hangang River, as a leading landmark of South Korea as well as Seoul, runs horizontally throughout the emblem to emphasize Seoul as the host city of PBI Seoul 2018.
Located at the heart of the Korean Peninsula, Seoul has always been a key strategic location throughout the centuries in terms of defense, economy and politics from one kingdom to the next. Whichever kingdom claimed Seoul indeed became the dominant power. The Joseon Dynasty (1392–1910) declared Seoul its capital, a role that Seoul still plays to this day. Seoul is home to five royal palaces from the Joseon Dynasty, which are exclusive cultural heritage sites only found in Seoul. The five palaces are Gyeongbokgung, Changdeokgung, Changgyeonggung, Deoksugung, and Gyeonghuigung. As the most prominent and largest of Seoul’s historic royal palaces, Gyeongbokgung was the heart of power in Korea during the Joseon era with neighboring government ministries and official residences in its vicinity. The royal palace is placed dominantly in the emblem to highlight Seoul as the venue for the upcoming PBI Conference.
Haechi, a mythical creature known for symbolizing justice and prevention of fires and disasters, is the official icon of Seoul. As the combined form of a lion, sheep, and unicorn with scales and feathers on its body, it also posseses a horn on its head, which is used to punish those who have committed evil. Haechi thus came to be considered a guardian of justice and its symbol was utilized during the Joseon Dynasty in clothing and hats of the government officials to serve as reminders of their pursuit for fair and just government. When the Korean capital was relocated to Seoul during the Joseon Dynasty with the building of the royal Gyeongbokgung Palace, Koreans built and put up statues of haechi to prevent fire disasters and maintain a just government. Haechi has been included in the new PBI Seoul 2018 emblem with the belief that haechi will serve to safeguard the event.
As one of the most respected figures in the history of Korea, the fourth king of the Joseon Dynasty, King Sejong, created the Korean alphabet, Hangul. The development contributed significantly to the advancement of various aspects of the country including culture, education and science. This exceptional and scientifically advanced writing system paved the way for the people of Korea to build a nation with rich cultural heritage. The emblem features a statue of King Sejong in the center, embodying Seoul as a newly emerging global hub for a range of media and entertainment content such as Korean dramas and pop music. Korean media is fundamentally derived from one of the world's most scientific and creative alphabets, Hangul. The King Sejong statue also illustrates the splendid history of Korea with a wish to bring great success to PBI Seoul 2018.
The Hangang River has always been one of Seoul’s biggest scenic attractions and in recent years we have witnessed great efforts on the part of the city to make full use of the waterway. While the Hangang River splits Seoul into the south and north, there are 31 bridges that connect both halves of Seoul over the 514 km-long river. Most of the bridges’ lights are turned on at sunset, creating a spectacular view for citizens and foreign tourists. Additionally, these Hangang River bridges have played a critical role, bringing young people to unite with the older generation, connecting the past and present, and the present and future. The bridges in the emblem embody the continuing endeavors made by public service broadcasters to overcome various challenges in the rapidly-moving media landscape by integrating traditional media with new media and bringing media professionals from all around the world to Seoul for PBI Seoul 2018.
PBI Seoul 2018's emblem is a message of hope and unwavering support for public service broadcasters to triumph
over new struggles and come up with sustainable ways to maintain their status as the most influential and trusted media in the world.
It will all take place in a most dynamic city, Seoul, where you can see, firsthand, the “Miracle on the Hangang River”.