'Haengboknalgae' Maintained... Evolving to Fit Media Environment
- Using 'Eco-friendly Materials' in Key CI Items like Business Cards and ID Cards
Reflecting the Meaning of Practicing Social Value
[Asia Economy Reporter Hwang Yoon-joo] SK Group's emblematic 'Haengboknalgae' (Happiness Wings) is evolving to a new level with various appearances reflecting the latest design trends and the group's management philosophy.
SK Inc., the owner of the SK brand, announced on the 21st that while maintaining the 'Haengboknalgae' CI introduced in 2005, it will upgrade it by additionally developing design motifs considering social value pursuit and diverse media environments such as mobile, and by diversifying colors.
SK Inc. redefined the meaning of 'Haengboknalgae' as symbolizing "the simultaneous pursuit of social value and economic value, the two pillars of SK DBL (Double Bottom Line) management, representing SK and society members soaring together." Furthermore, the design of Haengboknalgae was improved to be flexibly used according to situations by applying various colors, introducing design motifs and video motifs, and enhancing items such as business cards and ID cards (employee badges).
The colors of Haengboknalgae will maintain the current basic colors (SK Red, SK Orange) as official colors, but the color range has been expanded to a total of 10 colors, including green symbolizing eco-friendliness, to be used appropriately according to various marketing activities, events, and meanings.
In official situations such as company name usage, the existing CI 'SK Haengboknalgae' will be used, but in marketing, promotions, events, etc., design motifs utilizing Haengboknalgae will be freely applied. The design motifs reinterpret the 'Haengboknalgae' design as "a scene where the company and society become happier together," structured to be more friendly and flexible in digital media environments.
Along with this, a short video motif symbolically expressing the values pursued by SK has been newly introduced, planned to be used according to the characteristics of each video in video-centric media environments.
Business cards and ID cards, frequently used by members, will reflect the commitment to social value practice by using eco-friendly materials. Business cards will use eco-friendly paper certified by forest certification, and the material of ID cards will also use eco-friendly bio-plastic. Additionally, a digital business card system that can be easily used on mobile devices will be introduced to minimize the use of paper business cards. The new business cards and ID cards will be gradually applied starting next year as existing stocks are depleted.
An SK Inc. official stated, "As SK Haengboknalgae has established itself as a representative brand asset of SK Group, we will continue to develop various motifs to more easily and familiarly convey SK Group's management philosophy and pursued values to diverse stakeholders."
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