Global lighting company LEDVANCE (CEO Kim Dae-jin) changed the brand identity (BI) of its luminaire category through a rebranding effort effective October 1.
LEDVANCE is a global lighting company spun off in July 2016 from Germany's OSRAM, which boasts a 110-year history. The company was newly established to respond more slimly and proactively to the rapidly changing lighting market.
Following the spin-off, LEDVANCE continued to use the 'OSRAM' brand—familiar to Korean consumers—to ensure a stable market entry. However, as of October 1, it has removed 'OSRAM' from the luminaire category BI 'LEDVANCE-OSRAM' and now applies only 'LEDVANCE.'
As a result, the BI for the LED luminaire, smart lighting, and LED module & driver categories has been unified under 'LEDVANCE,' with 'OSRAM' applied only to the Lamp category.
Through this change, LEDVANCE plans to further emphasize its core corporate values—the pursuit of excellence, the pioneering of new territories, and shared growth—while strengthening its distinctive 'LEDVANCE' identity.
A LEDVANCE official stated, "In addition to LED luminaires, we will continue to expand our portfolio by unveiling a variety of smart home lighting products and accelerating the launch of EC products such as drivers," adding, "In a short time after the spin-off, we grew into a luminaire manufacturer ranked among the TOP 10 in the European market, and now we aim to leap into the global market's TOP 10 by 2020."