Seoul Design Week is a festival held in the iconic Dongdaemun Design Plaza, designed by architect Zaha Hadid. Designers and citizens all over Seoul come together to discuss approaches for designs that contribute to society. The event's key visual, an energetic, evolving SDW (Seoul Design Week) undergoes multiple transformations for the event's various conferences, exhibitions, auditions, educational events, and performances. The theme of SDW is "discovering a better life through design." The variations of the SDW logo serve as a consistent motif that expresses a vigorous brand image experience.