Samsung Museum of Art/Leeum Identity
RDA principals Margot Perman and Jürgen Riehle created the identity program for the Leeum/Samsung Museum of Art in Seoul. The Leeum comprises three buildings, designed by Rem Koolhaas, Jean Nouvel and Mario Botta. According to its mission statement, the "Leeum analyzes and freshly interprets internationally renowned contemporary artworks that reflect new social values, Korean contemporary art that reflects current trends of Korea, and Korean traditional art that demonstrates past ideas of beauty and culture."

The museum’s identity visualizes the sequence of time connecting the past, present, and future. The typography of the logo is a modern reinterpretation of ancient Roman engravings; the height of its capital and lowercase letters are the same. The timeline that cuts through the center of the characters symbolizes the Museum’s goal, which is to march towards the future on both the traditions of historical art and the developing trends of contemporary art. Additionally, the six colors of the traditional Korean color pallet were used to express the Museum’s focus, the “unification of time and space”.