The Born Korea has filed trademark applications for two new logos for Paik's Coffee. The face of CEO Baek Jong-won, which was the core of the existing logo, has been removed. Instead, a smiling character and a character resembling a coffee cup and bread have appeared.
This is not the final logo yet. The Born Korea stated that it is currently in the stage of gathering opinions regarding various candidates. This appears to be part of a plan to revamp the brand ahead of its 20th anniversary.
The biggest change is the shift from a person-centered logo to a character-centered logo. The previous logo heavily leveraged CEO Baek Jong-won's brand recognition. The new design is closer to creating the expression and image of Paik's Coffee itself.
The smiling face conveys friendliness. The shapes of the coffee cup and bread demonstrate that the brand deals not only with coffee but also with desserts and snacks. It is a structure that is easier to use flexibly across store signage, apps, merchandise, and delivery platforms. This change can be seen as an attempt by Paik's Coffee to build independent brand assets that go beyond the founder's face.
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