South Korea's leading razor brand, Dorco, has renewed its brand in collaboration with design agency Plus X to celebrate its 70th anniversary. This rebranding aims to strengthen its global identity by emphasizing technology and precision, centered around the new brand core called 'Leading Edge.'
Since its establishment in Seoul in 1955, Dorco has been leading the razor market through constant technological innovation. In particular, in 2014, it created a great sensation in the industry by developing the world's first 7-blade razor. Dorco currently exports its products to over 130 countries, and as of 2024, it ranks 4th in the global market share in the system razor sector.
Through this rebranding, Dorco has announced a new vision of “Strive for the top with leading-edge innovation.” This vision will be the center of the company’s long-term growth strategy for the next 100 years and embodies its commitment to providing precise and innovative products to diverse global consumers.
Inspired by the message “Go down in history,” the line-based design symbolizes Dorco’s precision and uncompromising standards.
The color scheme is based on 'Heritage Red' with a modern feel, and the metallic grayscale expresses both technical expertise and heritage. The font, 'GT America', was introduced in consideration of the global integrated identity, and it supports various languages and reflects Dorco's brand value through refined formative beauty.
