SK Telecom Wins Two Awards at the 'Red Dot Award 2020'

[Asia Economy Reporter Seulgina Cho] SK Telecom announced on the 23rd that it achieved a double crown by winning the main prize in the Brand & Communication category at the '2020 Red Dot Design Award' for its kids brand 'ZEM' and the onboarding kit for new employees.

The Red Dot Design Award, which began in Berlin in 1955, is the world's largest design award ceremony and is regarded as one of the world's top three design awards alongside the American IDEA and the German iF Design Award. This year's Red Dot Award saw about 7,000 works submitted across three categories by various companies and organizations from over 50 countries worldwide competing.

The kids brand 'ZEM', which won the main prize this time, was independently developed by SK Telecom in September 2019 and promotes itself as a 'smart friend' that helps customers aged 12 and under develop proper smartphone and media usage habits.

SK Telecom stated that the use of slime, which children like and is characterized by its freely changeable form, as the brand design concept to help young customers under 12 not feel resistance to smartphone usage management, received high praise from the judges. Additionally, the independently developed 'ZEM' font was also well received.

Along with this, the onboarding kit prepared by SK Telecom for new employees also won the main prize. The onboarding kit consists of items necessary for new employees to start their company life, such as cups, stickers, pencils, notebooks, and eco bags. It will be provided to new employees joining from the second half of this year.

The onboarding kit was highly evaluated by the organizers for reflecting SK Telecom's two business areas, 'MNO' and 'New Biz (growth business)', in the design, expressing each business area in blue and red to represent harmony and synergy.

Jonghwi Cha, Head of SK Telecom's Integrated Brand/UX Group, said, “This award recognizes SK Telecom's brand design that embodies the company's philosophy and values on a global scale,” and added, “We will continue to develop brand designs that incorporate SK Telecom's New ICT capabilities and values such as 5G and AI to communicate with customers.”