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.
- 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
- 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