Daegu City to select new brand slogan, potentially retiring 'Powerful Daegu'

Daegu City is embarking on a significant rebranding effort, launching a process to select a new city brand slogan. This move comes just four years after the adoption of "Powerful Daegu" (Free and Vibrant Daegu), which replaced the widely recognized "Colorful Daegu" (Colorful Daegu) that had been in use for 19 years.

The decision to change the slogan stems from the need to adapt to a rapidly evolving urban landscape and enhance global competitiveness. The city aims to encapsulate its unique identity and future vision within the new slogan. The previous slogan, "Powerful Daegu," implemented in 2022 under former Mayor Hong Joon-pyo, faced criticism for being adopted without sufficient public consultation. Although Hong later amended the ordinance to use it solely as an administrative slogan, it continued to be widely applied across city signage, official documents, and even festival names, effectively functioning as the city's brand.

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We will create a brand slogan that citizens can empathize with and take pride in through a transparent process.

Daegu City has established a diverse City Brand Committee comprising experts to guide the selection process. This committee will gather public input, consult with specialists, and conduct preference surveys to develop a shortlist of potential slogans. The final choice, expected by late October, will be determined through the committee's deliberation and voting. Both the previous "Colorful Daegu" and the current "Powerful Daegu" are reportedly under consideration.

Civic groups have expressed mixed reactions. While some advocate for the complete removal of "Powerful Daegu," viewing it as a symbol of Hong Joon-pyo's tenure, they also urge caution to avoid unnecessary expenditure. Daegu Gyeongbuk Citizens' Coalition for Economic Justice (Gyeongsilryon) commented that "Powerful Daegu" should naturally disappear with Hong's departure and called for the immediate removal of all related signage. They also stressed the importance of public consensus on the necessity of a slogan before proceeding with a new selection, suggesting a return to "Colorful Daegu" if a slogan is deemed essential. The city has allocated approximately $50,000 for the slogan selection process, with an estimated $150,000 needed for replacing related infrastructure.

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The slogan 'Powerful Daegu,' which Hong Joon-pyo attached as if marking his territory, should naturally disappear with his departure. Regardless of the new slogan selection, all existing slogans should be removed from Daegu.