SK
Helping SK soar
The former identity for SK, Korea’s third largest conglomerate, simply consisted of the letters “S” and “K”. As part of a group-wide initiative to symbolize the repositioning of SK as a leading global enterprise for the 21st century, SK engaged Lippincott to create a new visual identity.
Challenges
Create a strong, differentiated and registerable visual identity to link 40 Korean companies known collectively as “SK”
Soften and lighten up the heavy image of the current SK logotype
Enhance the meaning of the SK identity by adding a symbolic element in support of the new brand positioning
Actions
Identified SK corporate attributes to inform the design criteria
Designed a new identity as a combination of symbolic forms that suggest the uplifting and transformational qualities of a kite, a butterfly and the innovation of a satellite
Created the illusion of the wings soaring upward to reflect SK’s progressive nature and strong commitment to innovation, high quality standards and growing global reach
Selected red as a logo color to convey the passionate, energetic, proactive and dynamic qualities of SK’s personality and orange to emphasizes SK’s commitment to happiness and customer friendly orientation