Inclusive National Rebranding Campaigns

North Korea isn't the most popular country on the world stage, but for Swedish design studio Snask, much of that enmity comes down to a problem of image. The studio thus took on the task of rebranding the enigmatic east Asian nation, giving it a new flag, a new name, and (perhaps most importantly to those in the West) a new ideology.

Snask's North Korea rebrand is part of an ongoing series in Icon magazine called 'Rethink,' which gives designers a chance to redesign anything from Martian imagery to soccer jerseys. Snask's Rethink project is called 'Love Korea,' and it encourages the country to change its name to exactly that. The new flag uses a similar aesthetic to the DPRK's current banner, but it replace the emblem with a heart that incorporates elements of the Korean word for love.