Hansomeon to Change BI of Women's Wear Brand 'Time'

[Asia Economy Reporter Seungjin Lee] Handsome is changing the BI (Brand Identity) of its women's clothing brand ‘Time’ for the first time in 28 years.

Handsome, a fashion specialist company affiliated with Hyundai Department Store Group, announced on the 13th that it will revamp Time's BI and introduce a new brand logo and slogan. This BI renewal is the first since the brand's launch in 1993, marking 28 years.

Time's new logo simplifies the lines of the existing English name logo type, reinterpreting it with an intuitive and sophisticated sensibility. The new slogan is ‘Poetic Scenes,’ which means ‘a metaphorical style that transcends the dimension of everyday life.’

Handsome plans to first apply Time's new logo and slogan to Hyundai Department Store Apgujeong Main Store, Trade Center Store, The Hyundai Seoul stores, as well as online channels such as The Handsome.com and the official YouTube channel, and then expand to offline stores nationwide.

A Handsome official said, “This BI renewal was carried out to redefine the brand identity of Time, the No.1 women's clothing brand in Korea, and to deliver fresh resonance and inspiration to customers,” adding, “We will continue to strengthen product competitiveness and pursue new attempts to become a brand that leads the ‘New Normal’ trend.”

Along with the ‘Time’ BI renewal, Handsome is conducting the ‘21SS Poetic Scenes’ campaign on Time's official Instagram and The Handsome.com YouTube channel. The photos and videos released in this campaign were produced under the theme of gifting ‘poetic moments’ that inspire customers' lives.