Dongmoon Construction Launches Premium Brand 'Dongmoon The East'

Example of applying Dongmoon 'The East' BI

Dongmoon Construction announced on the 2nd that it will launch a new premium apartment brand, 'Dongmoon THE EST.' This marks the first new brand launch in over 20 years since the company’s main brand, Dongmoon Good Morning Hill, was introduced in 2000.

However, the well-established Dongmoon Good Morning Hill brand will continue to be maintained. Considering regional characteristics and the nature of new projects, the company plans to use Dongmoon Good Morning Hill and Mam City brands concurrently.

THE EST is a compound of the English definite article 'THE' and the superlative suffix 'EST.' It is inspired by the word 'EAST,' meaning east. A Dongmoon Construction official explained, "It embodies our commitment to providing customers with the highest quality and the best living spaces, delivering infinite inspiration and satisfaction."

The brand identity (BI), aligned with changing residential trends, was introduced in two forms: a Symbol Mark and a Letter Mark. The Symbol Mark is designed in a square shape to convey a solid and upright image, reflecting the essence and fundamentals of living spaces and adding value to customers’ daily lives. The Letter Mark emphasizes 'EST' in a rectangular shape, symbolizing the creation of diverse values within residential spaces. Additionally, the overall color scheme uses navy, which conveys trust and stability, creating a simple yet sophisticated image.

The updated brand and BI will first be applied to the Paju Munsan project in Gyeonggi Province, scheduled for sale in September. 'Paju Munsan Station THE EST' consists of 15 buildings with 29 floors above ground and 2 basement levels, offering 1,503 units with exclusive areas ranging from 59 to 84 square meters. Munsan is a non-regulated area where subscription and loans are relatively unrestricted, and accessibility to Seoul has improved with the opening of the Seoul-Munsan Expressway at the end of last year. In particular, indirect benefits from the GTX-A (Greater Seoul Metropolitan Area Express Railway) are expected. The GTX-A line, which began construction in 2018, connects 80 km from Unjeong Station to Seoul Station, Samsung Station, and Dongtan Station, and is planned to open by the end of 2023.