BI Changes to Be Applied Starting This Second Half of the Year
Establishing a Modern and Future-Oriented Image
[Asia Economy Reporter Moon Jiwon] Samsung C&T Construction Division has changed the BI (Brand Identity) of its residential brand 'Raemian' for the first time in 14 years.
Samsung C&T announced on the 11th that Raemian has set a vision to become a 'life companion' brand that shares customers' daily lives, and through the BI renewal, it has established a future-oriented image.
Raemian is a representative apartment brand that was launched in January 2000 based on the brand philosophy of 'pride,' and starting with Guseong 1st Complex in Yongin, Gyeonggi Province, a total of 173 complexes and about 160,000 households have been supplied nationwide over the past 21 years.
Samsung C&T plans to set a new direction for Raemian to become a 'brand that shares every moment of the customer.' As the meaning of home has expanded from a simple residential space to a place where various activities and experiences take place due to COVID-19, they explained that they will provide personalized products and differentiated services.
The new Raemian BI inherits the unique colors and shapes of the existing BI while enhancing a future-oriented image and scalability. Accordingly, Raemian's unique three lines and colors are maintained, but the Chinese character notation (來美安) has been changed to the English notation (RAEMIAN).
The three lines of Raemian represent humans, nature, and technology, embodying harmony, sustainable growth, and the will for development. The previous Raemian notation applied to the three lines has been removed to separate the logo and text, and the three lines have been flattened to enhance usability both online and offline. The new notation applies a dark green color, and a newly developed typeface with smooth connections of curves and straight lines was created to appear modern and future-oriented.
The Raemian BI renewal is the first in 14 years since 2007. The new BI will be applied starting with Raemian complexes moving in during the second half of this year.
Baek Jongtak, Head of Samsung C&T Housing Division, emphasized, "The announcement of Raemian's new vision and the decision to renew the BI aim to lead the trends in residential culture," adding, "Raemian will actively participate in various housing projects such as redevelopment, reconstruction, and remodeling to provide customers with a higher level of residential value."
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