Will the 'LH Logo' Be Removed from Newlywed Hope Town? "Actively Reviewing with the Ministry of Land, Infrastructure and Transport"

[Image source=Yonhap News]

The LH logo is expected to be removed from the exterior of newlywed hope town apartments supplied by Korea Land and Housing Corporation (LH). As controversies continue, including children being teased for living in LH housing, LH has decided to consider removing the logo.

On the 27th, Kim Hyun-joon, CEO of LH, said at the National Assembly Land, Infrastructure and Transport Committee plenary meeting in response to a question from Assemblyman Cheon Jun-ho of the Democratic Party of Korea regarding the name of the newlywed hope town, "Currently, the LH logo and our own brand are used concurrently," adding, "We will actively review the issue of logo usage in consultation with the Ministry of Land, Infrastructure and Transport."

Assemblyman Cheon stated, "Prospective residents of the newlywed hope town have long requested not to use the name 'newlywed hope town' or the LH logo," and added, "Since many newlywed couples with children move into these apartments, residents are inevitably sensitive to issues of discrimination against their children."

LH initially promoted the concurrent use of the LH logo and individual complex brands but changed the plan to create a separate 'newlywed hope town' logo following opposition from prospective residents. However, the plan is currently being reconsidered to use both the LH logo and complex brands again.

Assemblyman Cheon pointed out, "Prospective residents have earnestly requested for a long time to remove the 'newlywed hope town' and LH names because they may face discrimination and prejudice simply for living in apartments supplied by LH."

He continued, "LH should improve its recognition by implementing demand-centered policies rather than supplier-centered ones," and added, "Seoul Housing and Communities Corporation (SH) does not use its own logo and allows residents to directly name their village through naming meetings if they wish."