GS Construction to Change Xi Brand Philosophy and Logo After 22 Years

New Logo Image Unveiled... Applied to Complexes Sold After the 18th
New Brand Philosophy... eXperience Inspiration
CEO Heo Yunhong "Xi Rebranding Will Be the Foundation for Strengthening the Core"

GS Construction's apartment brand 'Xi' unveiled its renewed brand philosophy and logo after 22 years.

New Xi BI unveiled by GS Engineering & Construction. (Provided by GS Engineering & Construction)

On the morning of the 18th, Heo Yunhong, CEO of GS Construction, held the 'Xi Re-ignite' event at the Xi Gallery in Daechi-dong, Gangnam-gu, Seoul, and introduced the new BI (Brand Identity).

The biggest change is shifting the meaning embedded in the Xi brand from a supplier-centered perspective to a customer-centered one. The meaning changed from 'eXtra Intelligent' to 'eXperience Inspiration,' representing 'an experience that makes everyday life special.' CEO Heo said, "I believe that brands from the supplier's perspective no longer resonate with customers," adding, "We want to grow into a brand that embraces customers' lives and emotions beyond intelligence."

The Xi logo is also changing. The renewed Xi logo inherits the image symbolized by the previous curves but adds modern, simple straight lines and thickness to build a strong and trustworthy image. The brand color continues to use the 'Peacock Blue' from the existing Xi logo but in a deeper shade to express the deepened brand spirit.

GS Construction decided to renew the brand because after 22 years, the main customer base has shifted to apartment kids who have experienced the brand apartments since childhood, and the value of apartments has evolved from mere residence to emotional satisfaction, necessitating a shift to customer-centered values. In particular, the new brand philosophy reflects the 'customer orientation' and 'trust' set as target values when the new vision was announced last July.

The new Xi logo will be applied sequentially to complexes sold after this day. For complexes under construction, it will be applied mainly to exterior walls and entrances.

CEO Heo stated, "The Xi rebranding is not just a simple image change but a foundation to strengthen the core," and "We will do our best to create a living environment where customers can be happier through more innovative technologies and services."