Musinsa Changes Logo for the First Time in 7 Years, Emphasizing Global and Offline Expansion

Separation of Corporate CI and Service BI
"Emphasizing Symbolism as a Leading K-Fashion Company"

Musinsa announced on the 22nd that it has unveiled a new store logo and brand identity (BI) system for the first time in seven years since 2018.

The strategy is to separate Musinsa’s identity as a company from its identity as an online and offline store and service, in order to enhance the brand image and emphasize the scalability of its business, including global markets.

Musinsa Store's newly applied brand identity (BI) starting from the 22nd. Provided by Musinsa

The newly updated Musinsa Store (MUSINSA STORE) BI features a thicker and bolder version of the previous all-uppercase English logo “MUSINSA.” This reflects Musinsa’s intention to expand its business beyond being a fashion platform into global and offline markets, highlighting its symbolism and scalability as a leading K-fashion company representing Korea.

The new BI will be applied to online stores, the offline select shops currently in operation, and signage and guideboards both inside and outside new stores scheduled to open in the future.

The renewal of the Musinsa Store BI is significant in that it systematically reorganizes the brand ecosystem in line with Musinsa’s expanded corporate scale and elevated business status. The core of this renewal is to clearly separate Musinsa’s corporate identity (CI) as a company from the brand identity (BI) of the Musinsa Store as a service.

To commemorate the BI renewal, Musinsa will hold a branding campaign under the slogan “Bolder Than Ever, The New Musinsa” for ten days until the 31st. Events such as random coupon giveaways and Musinsa Money rewards will be held for customers who purchase products from the Musinsa Store.

A Musinsa representative stated, “Musinsa, which had annual sales of around 100 billion won in 2018, has grown more than tenfold in seven years to surpass 1 trillion won in revenue. The company has also expanded its categories and business areas beyond the fashion vertical platform to include beauty, sports, and lifestyle. This BI renewal announcement expresses our commitment to continued growth of both online and offline stores, as well as global business expansion, solidifying our position as Korea’s leading fashion company.”