Hanwha established its first brand value system in 2011, however, the past decade has seen a major shift in both business areas and corporate strategy in response to the turbulent business environment, changing stakeholder needs, and the shift in the role of companies within the world at large.
In line with these changes, Hanwha has established a new brand purpose and brand values that will guide them through the next decade. These new purpose and values will form the basis for the next decade of sustainability as Hanwha works to create sustainable solutions for Earth, for life.
The goal was to create a group of symbols to be used as a new graphic language for Hanwha Group’s new brand purpose and values. Through intensive study and trial, BOUD was able to successfully develop graphics and applications that combine Hanwha’s tradition with its’ new value system.
Even with a new set of values, each with its accompanying symbol, it was important for Hanwha to maintain some of the identity people and stakeholders already knew.
The "Tricircle," an essential element of Hanwha's corporate branding, combines dynamic circles in 3 different orange tones. It expresses the dynamic energy of a brand that expands and grows limitlessly.
By adapting and incorporating these circles into the new graphics, we have successfully started Hanwha's visual journey of a company that is up with the current times.
The symbols of the three brand values are integrated into the purpose symbol. Along with the simplified design elements, the combined shapes symbolize Hanwha’s purpose. The outlines and inner circles come together as a single symbol to form the company’s belief system.
Project Director : Jiyeon Ma
Lead Designer : Giulia Giugno
Graphic Design : Giulia Giugno, Jay Han
Client : Hanwha Group