Lotte Insurance Introduces Integrated Brand let:

Reflecting the Essence of Insurance That Understands and Supports Customers' Lives

[Asia Economy Reporter Ki Ha-young] Lotte Insurance announced on the 19th that it has launched the integrated brand 'let:'.

Unlike most insurance companies that introduce brands only for automobile insurance, Lotte Insurance's let: will be used as an integrated brand across all insurance services (products), channels, and overall operations including general, long-term, and automobile insurance.

On the same day as the official launch of the integrated brand let:, Lotte Insurance will fully apply the design and colors of the integrated brand to the company's internal document forms, terms and conditions, business cards, envelope forms, and the main website. Starting from the 23rd, TV advertisements will begin, and the company plans to enhance understanding of the new brand through SNS in the future.

let: is a combination of the English word let and a colon (:), reflecting deep consideration of the essence of insurance. The word let is based on the idea that the true value an insurance company provides to customers is to let them feel at ease and be able to 'do anything.' The colon (:) signifies expansiveness, indicating that the object of 'letting' is not limited. Depending on what follows the colon, it can refer to various things.

From a design perspective, the let: logo adds freshness and vitality by lightly lifting the stroke ends of a modern serif typeface. The lowercase 'l', resembling the number 1, combined with 'et', another expression of 'and', gives the let notation the meaning of 'small but strong 1st' and the combination of 'and', adding multiple layers of interpretation.

In terms of color, let uses black, symbolizing conversation and writing, while the colon (:) representing the realization of infinite possibilities in insurance is expressed in a warm and soft red, conveying the heart of 'let:' that supports and understands customers.

A Lotte Insurance official stated, "This integrated brand will be uniformly applied to all company signs, productions, and documents to provide customers with a differentiated visual experience," adding, "It is part of the 'Customer Experience Advancement Plan' aimed at providing differentiated customer experiences, which has been promoted since the change of the major shareholder."