CI Story

Accordingly, the key words that comprise the new Brand identity are : commitment to expansion to achieve a major leap towards a global financial firm that leads the 21st century “Commitment to expansion”; a firmly established standing as a frontrunner among professional financial firms and customer-orientation “ A Frontrunner Status” ; and the quest for integrative and diverse financial networks “Scale”.

CI Strategy

After launching the nation's first-ever 100% private holding company system in September 2001, the Shinhan Financial Group redefined its business vision as to become a company that represents the Korean financial community by providing a single portal for all kinds of financial services. Since then, it has pursued a variety of endeavors to realize the vision.
The introduction of a new CI has been conducted in this context to change the corporate identity to reflect its new vision and strategy. As such, their primary goals are: first, to establish the Shinhan Financial Group as a comprehensive financial brand that represents the Korean financial community in the 21st century amidst the global trends towards larger, globalized firms encompassing formerly separated business areas; and second, to create a truly global brand over the long haul.

To develop basic directions for the new CI system, a diagnosis of the existing brand has been conducted based on surveys of customers, employees and professional groups. The key directions that arose from the study were to sustain the existing image of reliability and trustworthiness; second, while adding new concepts such as: represent ability as an all-encompassing financial group; customer-orientation translated into diverse networked services; and innovativeness characterized by the quest for transparent management and global standards.

Based on the above analysis, the brand has been designed in such a way to project an image of a comprehensive financial group with a firmly established global standing and the ability to generate high value-adds over the longer term. At the same time, the new brand allows diverse applications suited to the characteristics of the 21st century media to maximize its exposure to the consumer and the consumer's understanding of the company.

The dove and the sprout used in the old CI have been reinterpreted to render "hopes for the blooming future" to better suit the sensibility of the 21st century.
The sphere in the background signifies a globe that implies globalization; the S shape in the middle of the globe means a path of a financial firm marching towards endless growth. In the application of color schemes, the color blue has been used to give a sophisticated and confident sense of trust and scale together with the color of upgraded gold to symbolize passion and progress.

The color scheme signifies a globalized financial company challenging the world with vision and confidence.

As for the logotype, both the Korean and the English characters were rendered in the serif types which look familiar and give an upscale image. This helps to effectively differentiate with other firms logotypes while achieving a superior image over them. In applications such as signatures, bankbooks and cards, the CI will have effective and unique color schemes to render an image of a firmly established financial firm with a commitment to innovating towards a better future and the quest for globalization.