Hoon Kim won the challenge to represent the phrase “art works” in a single image!

Hoon Kim won the challenge to represent the phrase “art works” in a single image!


Hoon Kim, an RISD graduate won the national competition to create a new logotype for the National Endowment for the Arts.

Established in 1965 as an independent agency of the federal government by the United States Congress, the National Endowment for the Arts (NEA) grants funds that “support artistic excellence, creativity, and innovation for the benefit of individuals and communities.” To date it has provided over $4 billion, funding over 130,000 grants. A little over a year ago, the NEA came under the scrutiny of the design industry when it launched a $25,000-contest, accompanied by a hefty 28-page RFP that asked for speculative work, to “represent the phrase ‘art works’ in a single image.” The mantra of NEA Chairman, Rocco Landesman, “Art Works” has three meanings: “the works of art themselves, the ways art works on audiences, and art as work.” This month, the NEA has launched Art Works as what seems like a hybrid of awareness campaign and new logo. The Art Works identity has been created by Hoon Kim, principal of New York-based Why Not Smile who was selected as the winner of the contest.

The triple triangles are designed to represent the bold and memorable white ground letters A and W in all forms of communication. The process of recognizing the letters represents bridging the gap between Art Works and the audience.



The symbol is a metaphor for the three purposes of Art Works:

1. Works by Artist,

2. Art works on audiences,

3. Art workers.


Color variations based on famous works of art.
Black and white versions. One big, and one small with less circles, lines and dots for proper reduction.


Name-only version.



Source: Brand New