SEODOGA is a gukbap restaurant run by a young owner who loves music. The circular form comes from a ttukbaegi viewed from above. Within it, the same lines evoke both the rhythm of vinyl grooves and the flowing gesture of sauce across a plate.

01 · Where food meets music

The ttukbaegi is an everyday object at SEODOGA, offering a familiar connection to Korean food. Vinyl records introduce the owner’s love of music: grooves, repetition and rhythm.

FOOD × MUSIC

02 · From vessel to mark

The ttukbaegi’s circular top view establishes the form. Repeated lines recall vinyl grooves, while variations in thickness, spacing and continuity let regular rhythm and organic flow coexist.

VESSEL

GEOMETRY

RHYTHM

RHYTHM / FLOW

MARK

03 · Between rhythm and flow

The lines begin with the regular rhythm of vinyl grooves, but they do not remain perfectly concentric. Their thickness, spacing and continuity shift, recalling sauce drawn across a plate — controlled, yet never entirely uniform. The mark sits between repetition and variation, rhythm and flow.

04 · Anatomy of the mark

01 / FLOWING LINES — The same lines evoke vinyl rhythm and the gesture of sauce across a plate.

02 / TEXTURE — Uneven thickness, broken traces and varying density create controlled irregularity.

03 / LETTERING — 西道家 and SEODOGA bring the name into the circular composition.

04 / CENTRE — The small central hole retains the vinyl reference.

The circular form comes from the vessel. Within this boundary, rhythm and flow coexist; the lettering and central hole anchor the composition.

05 · Typography

Fine Chinese characters and concise Latin lettering sit at the centre of the circular SEODOGA mark. The black artwork below develops a shared typographic language for the SOJUCHEF × SEODOGA collaboration through bold lettering, scale and contrast.

SEODOGA / TYPOGRAPHIC STUDY

SOJUCHEF × SEODOGA / collaborative typography study

In this collaboration study, the upper composition features SOJUCHEF and the lower features SEODOGA. The repeated 浩然之氣 and 全州 lettering, bold white forms and black ground link the two into one visual system. The circular SEODOGA mark retains 西道家 and SEODOGA at its centre.

Final identity

One form. Rhythm and flow.

Project Information

Year: 2024
Discipline: Logo Design · Branding
Client: SEODOGA