Daewoo Shipbuilding & Marine Engineering Construction Elcrew Holds New BI Unveiling Ceremony... "A New Leap of 'Radical Transformation'"

[Asia Economy Reporter Jang Hyowon] Daewoo Shipbuilding & Marine Engineering Construction, a subsidiary of Korea Technology, a KOSDAQ-listed company, announced on the 17th that it held a unveiling ceremony for the new Elcru B.I (Brand Identity) at the Pyeongtaek New Vision Elcru site.

At New Vision Elcrew Tea House in Pyeongtaek, a commemorative photo is being taken with Chairman Kim Yong-bin, the seventh from the left, and other officials. / Photo by Daewoo Shipbuilding & Marine Engineering Construction

The unveiling ceremony was held to celebrate the successful construction of the 1,400-unit Pyeongtaek New Vision Elcru and to showcase the new design of Daewoo Shipbuilding & Marine Engineering Construction’s premium brand, ‘Elcru.’

Attendees included Kim Yongbin, Chairman of Daewoo Shipbuilding & Marine Engineering Construction, CEO Seo Boknam, Park Kihoon, Chairman of CS Construction, CEO Jwa Seonghak, Shin Sangseok, Chairman of the Pyeongtaek Sosa 3 District Urban Development Project Association, Shin Yonggu, CEO of Korea Technology, and executives from each company.

The attendees toured various convenience facilities within the complex such as landscaping, water play areas, screen golf, a fitness center, and a tea house, and conducted a final inspection by visiting the units where customers will reside.

The newly revealed Elcru BI features a modern and solid typeface that enhances visibility and aesthetics by simplifying the previously complex form, elevating its premium feel. The diagonal line passing through the ‘L’ and ‘C’ symbolizes the commitment to enhancing the value and dignity of customers’ lifestyles and realizing ideal residential values.

In particular, the balanced and stable structure of the ‘ELCRU’ wordmark was evaluated as providing comfort and stability to customers, fitting the image of a premium residential brand.

Seo Boknam, CEO of Daewoo Shipbuilding & Marine Engineering Construction, said, “Through the BI renewal, the Elcru brand awareness will expand, and it will be transformed into a genuine premium brand. Elcru, which is built reflecting customers’ lifestyles, will provide value beyond just housing.”

The Pyeongtaek New Vision Elcru, where the unveiling ceremony was held, is highly rated for its excellent water play and community facilities within the complex. The height of the underground parking garage is 30cm higher than before, allowing delivery vehicles to conveniently deliver through the underground without driving over the complex.

A company official explained, “This design received great response as it fits the current trend of online shopping and fresh food delivery while applying safety measures for residents.”

This complex, which sold out early, is known to have a significant premium compared to the initial sale price, and after completing the preliminary inspection for residents recently, full move-in is scheduled to begin after the Chuseok holiday.

Meanwhile, Daewoo Shipbuilding & Marine Engineering Construction will host the Elcru-TV Chosun Pro Celebrity Tournament, a KLPGA regular tournament, from the 24th to the 26th of this month.

The tournament, held in a pro-am format with professionals and celebrities, will feature about 100 KLPGA professional players as well as popular entertainers such as Lim Changjung, Tak Jaehoon, Kim Junho, Lee Jaeryong, and sports stars including Heo Jae, Lee Seungyup, and Lee Dongguk.