{"id":65555,"date":"2026-07-07T08:38:17","date_gmt":"2026-07-06T23:38:17","guid":{"rendered":"https:\/\/designcompass.org\/?p=65555"},"modified":"2026-07-07T08:40:56","modified_gmt":"2026-07-06T23:40:56","slug":"paiks-coffee-new-logo-2","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2026\/07\/07\/paiks-coffee-new-logo-2\/","title":{"rendered":"Paik's Coffee and Paik's Boy Pizza File New Logo Applications"},"content":{"rendered":"

The Born Korea is accelerating the reorganization of its brand system by successively filing trademark applications for new logos for major brands such as Paik's Coffee and Paik's Boy Pizza. A common feature is that the caricature of CEO Baek Jong-won, previously used in existing logos, has been reduced or excluded, and designs centered on the brand name and product have been applied.<\/p>\n\n\n\n

Recently, The Born Korea filed trademark applications for two additional new logos for Paik's Coffee. Compared to the existing logos, the design stands out for featuring the brand name prominently instead of CEO Baek Jong-won's face. The logos filed this time are English versions of the previously unveiled Korean logo, which is currently being used on the 'Paik's Coffee (The Born Integrated)' application.<\/p>\n\n\n\n

Last May, a new logo featuring a bread character on a blue background was also filed, but the design was voluntarily withdrawn. The Born Korea explained that this was the result of experimenting with various drafts during the brand logo review process. On the other hand, the logo filed in April that includes the face of CEO Baek Jong-won is scheduled to be used alongside the existing logo, reflecting feedback from franchisees.<\/p>\n\n\n\n

This change is also linked to the integrated brand strategy currently being pursued by The Born Korea. Last year, the company announced plans to establish a membership program that integrates reward points and discount benefits previously operated separately for each brand, and last month, it revamped the existing Paik's Coffee app into 'Paik's Coffee (The Born Integrated).' While it currently operates primarily on pickup orders, the company plans to sequentially add delivery services and other brands in the future.<\/p>\n\n\n\n

When multiple brands operate together within a single application, they often need to be distinguished using only small icons. Accordingly, designs that intuitively express the brand name and representative product are expected to provide higher distinctiveness in mobile environments, rather than logos centered on people.<\/p>\n\n\n\n

This change is also evident at Baekboy Pizza. Last May, The Born Korea filed trademark applications for four new logos centered on the brand name, excluding the existing caricature of CEO Baek Jong-won, and the designs are already being used on some delivery platforms.<\/p>\n\n\n\n

The expansion of the English logo is also interpreted as part of the global business strategy. The Born Korea has designated this year as the inaugural year for its leap to becoming a global comprehensive food company and is expanding the overseas presence of its core brands. Currently present in the U.S., China, Japan, and Southeast Asia, the company is pursuing the expansion of its global B2B sauce business and new overseas bases for its restaurant brands this year. Paik's Coffee is also preparing to open new stores in Japan within the year.<\/p>\n\n\n\n

Furthermore, this rebranding can be interpreted as a strategy to strengthen the competitiveness of the brand itself rather than focusing on a specific individual. CEO Baek Jong-won stated at this year's general shareholders' meeting, "My goal is to build a company where the system operates even without Baek Jong-won." This move is seen as an effort to independently establish brand assets to reduce dependence on the owner, and to create a brand framework that is easy to utilize across both the domestic integrated platform and the global market.<\/p>\n\n\n\n

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