Reflecting the Shift to TV and Mobile-Centered Home Shopping
"Shoppy Live" Channel Renamed to "Mobile Live"
On August 28, GS Shop announced that it will completely renew its brand identity (BI) on September 1 to mark its 30th anniversary, strengthening communication with customers through a new design optimized for the mobile era.
This BI renewal is the first in 16 years since the launch of the integrated GS Shop brand identity in 2009. The existing BI, which was designed for a TV and PC-centered home shopping environment, will be updated to reflect the shift to a TV and mobile-centered shopping environment and changes in customer lifestyles.
The most significant change is the logo. To ensure clarity even on small screens such as smartphones, the color scheme has been simplified to a single tone, and the bracket in the "O" of "GS SHOP" has been made thicker than before. The Pretendard font has also been applied to enhance readability across all channels, including the mobile app and TV broadcasts.
For channel names, the live commerce channel "Shoppy Live" will be renamed "Mobile Live" to intuitively convey that the service is provided through the mobile app. The TV home shopping channel "GS Shop" and the data home shopping channel "GS My Shop" will remain unchanged.
The brand's primary color will be changed from the previous "Leaf Green" to "Dynamic Blue," symbolizing adventure and vitality, and the secondary color will be the stylish "Bright Pink."
In line with the brand renewal, the mobile app icon will also be changed starting September 1. To prevent confusion among users familiar with the existing icon, the new logo will gradually be revealed as the old logo image is phased out from September through October, allowing users to experience the transition in an engaging way and adapt naturally.
To celebrate the 30th anniversary and the BI renewal, GS Shop will hold the "Ten Ten Ten Festival," an unprecedented promotion, from September 1 to 10. During this ten-day event, customers will receive a 10% discount with the GS Pay card and a simultaneous 10% GS Pay reward. The promotion applies to almost all products except for cash-equivalent items such as pure gold and gift certificates.
Park Jongbeom, Head of the CI Division at GS Retail Home Shopping Business Unit, stated, "This BI renewal reflects the shift in online shopping from TV and PC to a mobile-centered era. We will continue to provide a consistent brand experience across all TV and mobile channels, further solidifying GS Shop's unique identity."
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