2020 G.O.A.'L. Rebrand
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- June 02, 2020
- by kerick02
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G.O.A.’L.’s mission has always been to serve Korean adoptees whether overseas or living in Korea. It is a unique organization that was founded by adoptees and remains run by adoptees 22 years later. The original logo, that is used today, was designed by Belgium-adoptee, kimura byol-nathalie lemoine. Their vision for the design was based on a place and time when adoptees were coming back to Korea for the first time. Adoptees were wanting to be here longer than just tourists or language students. They had a real desire to be a part of Korean society. According to Kimura, the placement of the ㄱ (g) and ㅗ (o) in the design were chosen based on when you first learn a new language and make your own composition of letters. The placement of ㄱ (g) and ㅗ (o) looked a bit out of place, which is maybe how Koreans first viewed adoptees and how adoptees felt first returning to Korea.






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