CJ Olive Young Removes 'Olive Symbol' from Logo... "Leap to Global Brand"

Full-scale U.S. Business Launch, Brand Renewal for Global Expansion
Store Design Renewal Within the Year... Active Expansion of Experiential Elements

CJ Olive Young announced on the 11th that it has renewed its brand logo in line with its global business expansion strategy.

The direction of this brand logo redesign focuses on ‘global’ and ‘omnichannel.’ Olive Young exclusively uses the wordmark logo ‘OLIVE YOUNG’ to enhance visibility and English readability in both online and offline environments.

Olive Young brand logo change. Provided by Olive Young.

An Olive Young representative stated, “This brand logo revamp will serve as a new momentum for Olive Young’s growth alongside its global business expansion,” adding, “We will continue to expand the global K-beauty fan base and do our best to establish Olive Young as a ‘global K-beauty icon’ worldwide.”

Since starting its business in 1999, Olive Young has consistently used a brand logo featuring an olive symbol between the text. The brand name Olive Young utilizes the English homophone expression (All Live Young, Ol Live Young) to embody the business vision of ‘healthy beauty.’ The symbol represents the healthy ingredient ‘Olive.’

For the first 20 years of its business, the company maintained the logo’s form without major changes to increase brand awareness among customers and the distribution industry. The first brand logo renewal in 2019 coincided with the introduction of the same-day delivery service ‘Oneul Dream’ and the full-scale implementation of an omnichannel strategy linking the online mall and offline stores. The logo’s color was adjusted to be more vivid, and the font was made bolder and simpler to suit the mobile shopping environment.

Example of a store front featuring the renewed brand logo.

Olive Young plans to sequentially introduce the new logo design to offline stores within the year while also renewing store designs. The display environment will be reorganized to solidify Olive Young’s brand image while improving shopping convenience.

Centered on large stores, Olive Young plans to actively expand experiential elements such as the ‘slow aging’ category (a functional skincare category that naturally accepts aging while improving skin condition) and the self-skin diagnosis service ‘Skin Scan.’