GS Construction Changes 'Xi' Brand Philosophy and Logo... Huh Yoonhong: "Customer-Centric" (Comprehensive)

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 Strong Fundamentals"

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

'New brand philosophy focused on the customer... logo is bolder and darker'

Huh Yoonhong, CEO of GS Construction, giving a greeting. Photo by Yonhap News

On the morning of the 18th, Huh Yoon-hong, 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).

At the event, CEO Huh explained that "the biggest change is shifting the meaning embedded in the brand from a supplier-centered perspective to a customer-centered one." Xi, created in 2002, stands for 'eXtra Intelligent.' GS Construction has changed this meaning after 22 years to 'eXperience Inspiration (an experience that makes everyday life special).' CEO Huh stated, "We believe that a supplier-oriented brand no longer resonates with customers. We aim to grow into a brand that embraces customers' lives and emotions beyond intelligence."

The Xi logo has also changed. The renewed Xi logo inherits the image symbolized by the previous curves while adding modern, simple straight lines and thickness to build a strong and trustworthy image. The brand color retains the 'Peacock Blue' of the original Xi logo but uses a deeper shade to express the deepened brand spirit.

GS Construction decided to renew the brand after 22 years because the main customer base now includes apartment kids who have experienced the 'Xi' brand apartments since childhood, prompting the need for change. As the value of apartments has evolved from mere housing to emotional satisfaction, it was seen necessary to shift the value more toward the customer. The new brand philosophy was also influenced by GS Construction's declaration of a new vision of 'customer orientation' and 'trust' after CEO Huh's appointment.

CEO Huh repeatedly emphasized that "rebranding is not a temporary event" and "it is not simply about changing the logo or design." He said, "Going forward, Xi will not be a brand competing for the top spot in scale but a brand of coexistence and cooperation created and grown together with customers and partners. Rebranding is the foundation for strengthening the core."

'Xi' will continue as a single brand... "We will further develop the premium image"

New 'Xi' logo. (Provided by GS Construction)

Unlike other construction companies with separate high-end brands, GS Construction will maintain the single 'Xi' brand.

Seo A-ran, Executive Director in charge of DX/CX innovation, said, "We have considered a complete brand change before. However, consumer research showed that the benefits gained relative to the investment were not significant. Although there may be short-term losses to endure, we believe that maintaining the brand with various efforts and restoring consumer trust is the right path in the long term."

Lee Sang, head of urban maintenance planning, also stated, "There was much internal deliberation, but we concluded that maintaining a single brand is better. Operating two brands could give the impression of offering different values, and brands other than the high-end one might be neglected or lose value. Therefore, we decided to further develop the existing premium image."

The new Xi logo will be gradually applied to complexes launched for sale from this day forward. For complexes currently under construction, it will be applied mainly to exterior walls and entrances after consultation with prospective residents. Songdo Xi The Star, scheduled for completion at the end of next month, is expected to be the first complex to apply the new logo.