[Exclusive] Samsung C&T Begins Raemian BI Redesign After 4 Years

Contract Signed with BI Design Firm
First Redesign in Four Years Since English Spelling Change
Aiming to Enhance Status in Redevelopment Project Orders

Samsung C&T is set to unveil a new Brand Identity (BI) for its flagship apartment brand, Raemian. This marks the first new design in four years since the introduction of the current English-language design.

According to industry sources on June 18, Samsung C&T has signed a contract with a design firm to revamp its apartment brand design. Samsung C&T sent out requests for proposals to various design companies, held a competitive presentation process, and selected the final firm. The name of the selected company has not been disclosed. Samsung C&T plans to launch the new BI design as early as within this year in collaboration with the chosen firm.

Samsung C&T introduced the Raemian brand in 2000. In its early days, the Raemian brand used a combination of Korean and Chinese characters (來美安). In 2021, the BI was changed to the English spelling (RAEMIAN). Samsung C&T has revised the brand three times?in 2003, 2007, and 2021?but the basic framework of the logo, consisting of three connected squares, has remained consistent.

Samsung C&T appears to be pursuing this design overhaul to elevate its brand status ahead of major redevelopment projects in the second half of this year, including the highly anticipated Apgujeong reconstruction, as well as significant projects in Seongsu-dong and Yeouido. Most of the new housing supply in Seoul comes from redevelopment projects, and Samsung C&T has recently been aggressively bidding for such projects. As of June, Samsung C&T's cumulative orders for redevelopment projects have reached 5.02 trillion won, surpassing its annual target of 5 trillion won within just half a year. If the company secures additional contracts in Apgujeong District 2, Gaepo Woosung 7th, and Yeouido, it is expected to achieve its highest-ever annual total for redevelopment orders.

Despite the design change, Samsung C&T has decided to retain the Raemian brand name. The company has consistently relied on the single Raemian brand. For major redevelopment complexes, it has adopted a strategy of adding distinctive sub-names such as 'One Bailey,' 'One Pentas,' 'One Perla,' and 'Trini One' to differentiate each project. Samsung C&T judged that introducing a separate high-end brand would lead residents to prefer the high-end label over the existing brand, ultimately diminishing the value of the original brand. In contrast, other construction companies have launched high-end brands such as 'The H' (Hyundai Engineering & Construction) and 'Summit' (Daewoo Engineering & Construction) to pursue differentiation strategies.

Raemian is recognized as the pioneer that ushered in the era of branded apartments in Korea. After Raemian's launch, construction companies began introducing their own brands in quick succession. Until the 1990s, it was common for apartment names to include the company or regional name. The first complex to adopt the Raemian brand was Yongin Guseong 1st Apartments. In the early days of the Raemian brand, Samsung C&T emphasized 'pride' as its core value. Through TV advertisements, the phrase 'Raemian, it becomes your name' became widely recognized among the public.