[Exclusive] Fursys Rebrands with 'Black' After 11 Years

Aiming to Launch Rebranding Campaign in the Second Quarter
New CI and Mid- to Long-Term Strategy in Focus

Fursys, the flagship subsidiary of Fursys Group and a leading office furniture brand, has embarked on a rebranding initiative.

According to industry sources on January 7, Fursys recently began internal procedures for this effort. The company plans to update its CI (corporate identity) system for the first time in 11 years since its overhaul in 2015. A Fursys representative explained, "Our goal is to carry out the rebranding campaign in the second quarter of this year."

It is reported that Fursys has continuously reviewed its brand direction to respond more flexibly to a changing customer base and evolving market environment. This rebranding is not targeted at any specific generation, but is being pursued as part of the company's mid- to long-term vision, in response to changes in the business environment, and to encompass all aspects of its products and services.

Above is the currently used Fursys CI, below are the new symbol and logo drafts under internal review. Fursys

It has been confirmed that Fursys filed a new CI draft, which will serve as a blueprint for this direction, at the end of last year. While the previous CI combined a red square symbol with gray lettering for the logo, the new CI is characterized by its all-black design. This choice reflects the intention to avoid highlighting any particular color, instead emphasizing a unified achromatic tone, thereby removing any 'limits' to the brand image.

Fursys has redefined its brand image through several rebranding efforts in the past. Established in 1983, Fursys introduced a new CI in 1995, combining a red square symbolizing a comfortable office environment with a black logo. The aim at the time was to strengthen its image as a specialized office furniture company and to take a step forward as a global brand, which formed the background for the rebranding.

In 2015, Fursys undertook another rebranding after internally concluding that the brand message conveyed during communication with customers was too rigid and cold. While maintaining the existing red color and symbol shape, the company changed the logo color from black to gray to create a softer impression. The symbol was also rotated to form a heart shape, emphasizing a warm, people-centered image.

Fursys aims to achieve a performance rebound this year alongside its rebranding efforts. In the third quarter of last year, Fursys recorded cumulative consolidated sales of 266.1 billion won, down 6.9% year-on-year, while operating profit plunged 85.2% to 3.3 billion won. Profitability deteriorated further as selling and administrative expenses increased.

Fursys plans to strengthen its integrated service, the 'Total Office Solution,' over the mid- to long-term. This model covers the entire process from office space design to furniture supply, relocation, and installation, as well as subsequent maintenance and management. The strategy is to expand into service areas beyond furniture sales, thereby enhancing synergy effects.