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PARSONS > Jean Haejin Shim

Jean Haejin Shim

New Jersey

New Jersey has become a place of ridicule. Is there any way to transform perceptions of the state through rebranding? This project is about exploring a flexible identity system that emphasizes the diversity of the state’s population and geography.

The identity system has been designed based on cartographic symbols which are the abstract symbols on maps that represent various geographic phenomena involving location, distance, volume, function, process, etc. With cartographic symbols, the identity system can be used as a complex tool for visualizing culture—a compilation of research filtered into a single emblem.