SK Unveils New Logo
by Kim Sung-jin
The SK Group, South Korea’s fourth-biggest family-controlled conglomerate, unveiled a new corporate logo Wednesday.
“The SK Group planned the renewal of its corporate logo in line with the group’s decision to make aggressive inroads into overseas markets,’’ said Kwon Oh-yong, senior vice president for SK Group’s public relations head office.
“In some foreign countries, such as China, corporate logo consisting of only two alphabet letters is not recognized as a trademark thus it is exposed to the risk of infringement of intellectual property rights involving the trademark, thus we decided to launch a new logo,’’ Kwon added.
SK Corp., de facto holding company of the conglomerate, allocated 80 billion won and SK Telecom 40 billion won for the corporate identity (CI) changeover until the end of next year.
Lippincott Mercer, a world-renowned brand identity and image consulting firm recognized for works it did for Coca-Cola, Citigroup and IBM, designed SK Group’s new logo.
According to the SK Group, the new CI symbolizes the business group’s “separate but together’’ philosophy that keeps 51 SK affiliated companies united and represents “wings of happiness.’’
Simultaneously, the wings represent SK’s two major growth engine businesses _ energy and telecommunication. The conglomerate said it designed the new logo with the objective of reflecting SK Group’s ultimate goal of “creating a happy society.’’
The design of the two wings borrowed the concept of uplifting and transformational qualities of a kite and the innovative appearance of a satellite. The shape and direction of wings, soaring upwards, represent SK’s progressiveness and strong commitment to innovation and high quality product and service standards and strengthening of its global reach, it added.
The new logo will take effect starting next month when SK finalizes a detailed application plan for all its subsidiaries. SK applied for trademark registration in 107 nations worldwide last August.
Source:
The Korea Times
