Samsung C&T has unveiled a new brand identity. This is a revamp coming five years after the introduction of an English-centric BI in 2021. The new brand direction is "From Height to Depth." This signifies a focus on the time and experiences spent within a home, rather than on physical conditions such as height and area. The slogan has also been changed to "Deepen Your Life, RAEMIAN.".
The new symbol retains the three vertical lines that have long symbolized Raemian. The lines have been simplified, and the surrounding negative space has been expanded to emphasize a sense of space. The most significant change is the color. The existing green and gray have been removed, and the color scheme has been reorganized into black and white. By removing the symbolic colors typically used by domestic apartment brands, neutral colors were selected to better harmonize with the building's materials and spaces.
The wordmark has been developed in three versions: English, Hangul, and Hanja. We have applied a typeface with bolder strokes than before and adjusted the spacing between characters. This change is intended to maintain a consistent impression across large environments, such as building exteriors and complex gates, as well as on mobile screens. We have also prepared a combination that allows the symbol and wordmark to be used separately.
The new BI was first applied to 'Raemian Trinione' in Banpo-dong, Seocho-gu, Seoul. It is scheduled to be sequentially expanded to new complexes that will be occupied thereafter. Along with this reorganization, Samsung C&T presented uniqueness, dignity, and refinement as the core brand values. Existing residential products and services, such as Next Home, Nature Gallery, and Hestia, will also be operated within the new system.
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