Jiwon Yoo

Jiwon Yoo is a New York–based graphic designer working
across branding, typography, and editorial design.
She is a senior at the School of Visual Arts.

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Work
  1. IAO : The Institution for Art and Olfaction
  2. AXEL SOLAR
  3. Little Island
  4. RUBIN MUSEUM



IAO : The Institution for Art and Olfaction
Brand Identity, Rebranding
Instructor: Paula Scher 
2025


IAO (The Institute for Art and Olfaction) is a rebranding project that addresses the lack of sensory expression in its previous identity. It reimagines how scent can be visualized through a breathing-based identity system, reflecting how scent is experienced through inhale and exhale.

Gradients translate this process into a visual language that expands and diffuses across applications. The system moves beyond a static logo, forming a flexible identity that adapts across print and digital while maintaining a consistent atmosphere.



Concept

Inspired by the experience of scent, rooted in the rhythm of inhale and exhale.




















© 2026 Jiwon Yoo