SEODOGA is a gukbap restaurant run by a young owner who loves music. The logo translates the pot lid and earthenware bowl used frequently in the restaurant into flat circular forms, then overlays the fine lines of a vinyl record. Familiar tools make the restaurant recognizable, while the record grooves introduce the owner’s musical taste.

01 · Where food meets music

The pot lid and earthenware bowl are everyday tools at SEODOGA. Beginning with objects used frequently in the restaurant makes the connection to gukbap easy to recognize. The design retains their familiar forms while introducing the music-loving owner’s character.

02 · Flatten the objects, overlay the grooves

The three-dimensional objects are first simplified into top views. The lid’s circular outline and central knob, together with the bowl’s rim, become a composition of circles and a centre. Fine concentric lines recalling vinyl grooves are then layered over these forms. The process combines the flat geometry of the tools with the lines of music, rather than replacing a pot with a record.

03 · The warmth of a bowl, the rhythm of music

The large circle reads both as a bowl of warm gukbap and as a vinyl record. Repeated outer lines evoke record grooves and musical rhythm, while the rough inner ring suggests the tactile surface of earthenware and the unpretentious warmth of a meal prepared by hand. The composition connects the warmth of food with the flow of music.

The small central hole reinforces the vinyl reference, while 西道家 and SEODOGA draw attention to the name. White lettering against a substantial black and grey ground suggests both the comforting character of gukbap and a youthful appreciation of music.

04 · Giving the name a presence

Fine Chinese characters and concise Latin lettering sit at the centre of the circle, keeping the name legible within the textured symbol. A separate typographic study places bold Chinese and Latin lettering on black. Where the circular mark links food and music, the typographic arrangement establishes the brand through scale and contrast.