Customer's Commitment to 'Wise Consumption' and 'Happy Life' Realization
Establishing Brand Core Values Based on Dignity, Expertise, and Consideration
[Asia Economy Reporter Ki Ha-young] Lotte Card announced on the 1st that it has unveiled a new brand identity (BI) called 'LOCA' and is strengthening its customer-centric brand.
The new BI, LOCA, is an abbreviation of the English 'LOTTE CARD' and also carries the meaning of the Spanish phrase 'La Vida Loca' (a wildly happy life). It represents Lotte Card's commitment to being a life platform that understands customers' life journeys well, guiding wise consumption habits and realizing customers' happy lives.
The BI design is based on the Art Nouveau style popular from the late 19th to early 20th century. Delicate patterns that are difficult to imitate are placed as the BI background, creating a dignified yet luxurious feel. The four letters L, O, C, and A use a geometric and simple sans-serif typeface, balancing classical beauty with a modern sensibility.
At the center of the BI is a compass needle. This symbolizes Lotte Card's role as a guide that leads customers through various lifestyles and consumption habits, just like a compass that provides direction to safely navigate through reefs and storms.
The four squares forming the base of the BI represent windows. Like the various colors of light passing through stained glass in medieval cathedrals, this expresses Lotte Card's aspiration to become a new light in customers' card lives and a brand that brings innovation to the card industry.
Since CEO Jo Jwa-jin's appointment, Lotte Card has undertaken a major brand overhaul. As a core brand strategy and direction, it established the 'Three Core Brand Spirits': ▲a brand with dignity and value ▲a professional and bold brand ▲a considerate and thoughtful brand, applying these to the new headquarters interior and the new BI. These brand spirits will also be reflected in upcoming card products, materials, and employee business cards to strengthen customer-centric brand communication.
A Lotte Card official said, "The newly introduced BI embodies the brand direction and philosophy that Lotte Card pursues," adding, "Ultimately, the goal is to become a brand that makes customers' lives more valuable and happier."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
