Embodying the meaning of Korea's Liberation in color to mark its 80th founding anniversary
Taking part in the project 'It Will Be Different—Liberation at Eighty'
Noroo Paint announced that, to mark the 80th anniversary of Korea's Liberation, it is rolling out the 'It Will Be Different—Liberation at Eighty' color campaign together with the Ministry of Patriots and Veterans Affairs.
The campaign aims to apply and spread four basic colors selected through a public survey (red, blue, white and black), along with 'Gwangbok 80 Jaju KR0815' derived from those basic colors, across public spaces and records.
Founded in 1945, the year of Korea's Liberation, Noroo Paint marks its 80th founding anniversary this year and has invested a special commitment in this project, which embodies the meaning of Liberation in color. Throughout the campaign, Noroo Paint is responsible for the entire process—turning the Liberation colors into paint products, standardization work and application in actual spaces—and plans to carry on its responsibility as a 'company that realizes public color.'
In particular, at an event held at the Seoul Regional Office of Patriots and Veterans Affairs on the 11th, the Liberation colors were officially unveiled and plans for their future use and dissemination were introduced, with Park Seung-cheon, head of Noroo Paint's ESG Promotion Office, Hwang Eui-gyun, spokesperson for the Ministry of Patriots and Veterans Affairs, and the Ministry's 2030 Advisory Group in attendance.
At the venue, a color book, a campaign video and examples of spatial application were also unveiled, conveying a visually reinterpreted message of the 80 years since Liberation.
The first result to be unveiled was the '80th Anniversary of Liberation Standard Color Book.' The booklet contains the historical meaning of each color, colorimetric information, actual specimens and associated imagery, and it will be used as a reference for interior applications at government offices and public institutions.
In addition, the official campaign video, produced to convey the campaign's meaning more widely, features Yoo Eun-mi, president of the Korea Society of Color Studies, and Kim Seung-hyun, senior researcher at Noroo Paint's Color Research Institute, who introduce the social meaning of color and the technical process of realizing it.
A Noroo Paint official said, "This Liberation color campaign goes beyond simply the technology of realizing color; it is a process of remembering the past and connecting to the future through color," adding, "We will continue our ongoing efforts as a company that delivers social messages through color and realizes public value."