Songwol Towel has revamped its corporate identity to mark its 77th anniversary. The core of this rebranding does not lie in discarding old symbols. Instead, the symbol used at the time of its founding in 1949 has been revived and modernized, and the brand's direction has been clearly re-established by adding the new slogan, "Timeless Standard." Through this reorganization, Songwol has presented trust, stability, and sustainability as its core values.
The new CI can be interpreted as a visual reconnection of the roots of the name Songwol. Songwol Newsroom explains that 'Songwol' embodies the meaning of a pine tree embracing moonlight, and describes the founder's vision of "an attitude as steadfast as a pine tree" as a belief that has been upheld since the company's founding in 1949. This rebranding is akin to the result of retranslating that unchanging attitude into the language of today. While preserving past assets, the form has been streamlined to create a symbolic system that is universally accepted in the global market.
This change goes beyond a mere logo alteration. According to a report by the Seoul Economic Daily, Songwol announced that it would use the unveiling of its new CI as an opportunity to fully accelerate its transition into a global brand. Indeed, the company's official history lists the "Songwol Co., Ltd. CI Change" for September 2025, demonstrating that this initiative is not a one-off campaign but part of a mid-to-long-term strategy. In essence, Songwol has reaffirmed that while towels are everyday necessities, a brand transcends them. If quality competitiveness is the foundation, the next key competitive edge is now how a company conveys its history and attitude through visual language.
The way a 77-year-old brand has unveiled a new face is also intriguing. Rather than superimposing a completely unfamiliar futuristic image, they have emphasized the depth of their history—what they have done best. In a rapidly changing market, Songwol did not erase its past to appear newer. Instead, by reorganizing its timeless symbols into a present tense, it is asking what constitutes unchanging standards. This rebranding is an example of how Songwol intends to rewrite the standard of a long-lasting brand, going beyond being Korea's representative towel brand.
