Preserving Brand Heritage
Reinterpreted with a Modern Look
Hanssem Co., Ltd. has unveiled a new Brand Identity (BI) optimized for the digital environment and reimagined with a more contemporary look. This marks the company's first BI overhaul in 32 years, since 1992.
Carried out in collaboration with the design studio CFC, the revamp reflects Hanssem's intention to reinvent itself as a flexible brand suited to the times, while carrying forward the expertise and heritage it has built over the past 54 years as Korea's No. 1 home interior company. In keeping with the aim of preserving Hanssem's long history and philosophy, the core elements of the existing BI were largely retained, with revisions made to reflect recent customers and market conditions.
From 1992 until recently, Hanssem used a BI that expressed its English company name, 'HANSSEM,' through nine 'Creative Blocks' and the 'three primary colors' of red, yellow, and blue. The 'Creative Blocks,' extending horizontally, vertically, and diagonally, symbolized Hanssem's dynamic capacity for expansion, while the 'three primary colors,' representing the origin of all colors, expressed diversity.
In line with the Hanssem BI overhaul, the BIs of sub-brands and affiliates such as Hanssem Rehaus, Hanssem Home Furnishing, and Hanssem Service will also be changed. The plan is to strengthen integrated communication by using the Hanssem and affiliate BIs together. The new BI will be applied sequentially across online and offline channels, beginning with the store signage and interior design of the recently opened Hanssem Starfield Suwon branch, followed by the 'Hanssem Mall' application, customer shopping bags and contracts, product packaging, and sales staff business cards.
Meanwhile, the first BI, created at the company's founding in 1970, expressed an image of Hanssem as a sun rising above the horizon. After three subsequent changes, a sweeping overhaul was undertaken in 1992, embodying the ambition to become 'the best company in the residential environment field.' This time, the sixth BI has been unveiled, modernizing and reinterpreting the BI used from 1992 until recently.