Xi has rebranded. GS E&C has rebranded its apartment brand 'Xi' after 22 years and revealed a new brand philosophy and logo. GS E&C decided to maintain a single brand system, judging that the Xi brand still maintains a high-end image after the Incheon Geomdan New Town rebar missing incident.
With customer satisfaction and trust as core values, we changed our philosophy from the existing 'eXtra Intelligent' to 'eXperience Inspiration' (an experience that makes everyday life special), emphasizing the change from supplier-centered to customer-centered.
The new symbol is a combination of X and I. The decoration reminiscent of classical architectural columns is gone. Only the minimum parabolas are maintained, the straight lines are emphasized, and the thickness is increased. The signature color, Peacock Blue, is darker and more intense in the same shade.
CEO Heo Yun-hong emphasized that this rebranding is not a simple image change, but part of a fundamental innovation, and expressed his ambition to provide the best residential experience through innovative technology and services. The new logo will be applied to complexes to be sold in the future.
