[Home&Shopping]
[Home&Shopping]

Home&Shopping unveiled a new corporate identity Tuesday to mark its 15th anniversary, positioning co-prosperity with small and medium-sized enterprises and customer trust as its core values as it looks to strengthen brand competitiveness.

The new CI reflects the company's direction as a platform that grows alongside customers who seek value-driven consumption.

The new brand slogan is "The right answer found through discernment, Home&Shopping." The company said the slogan captures its identity as a platform where its philosophy of co-prosperity with small and medium-sized enterprises meets the discerning eye of customers who prioritize smart choices.

The new CI embodies three core values: starting from what is essential to customers, connecting with their everyday lives, and becoming a source of pride for them. In terms of design, it incorporates connection, originality and flexibility as key elements to express brand scalability and sustainability.

Central to the new CI is a colon (:) symbol representing co-prosperity with small and medium-sized enterprises, public interest and customer trust. The minimalist design aims to raise brand recognition while conveying a sense of connection and communication that can extend across a range of services and platforms.

Home&Shopping has also redefined its brand persona as "a value-driven consumer who judges and chooses independently," and plans to use this positioning to further differentiate itself as a customer-centric media commerce platform.

"This CI is the result of our effort to more clearly define the essence of what we do — customer discernment and co-prosperity with small and medium-sized enterprises — as we mark our 15th anniversary," a company official said. "We will leap forward as a trusted platform that adds pride to customers' everyday lives, grounded in the values of connection and communication."

Meanwhile, Home&Shopping launched in 2011 as a home shopping company with a public-interest mandate to expand sales channels for small and medium-sized enterprises. As the home shopping industry faces rapid change driven by declining TV viewership and e-commerce growth, companies are moving quickly to strengthen brand identity and digital competitiveness. Home&Shopping said it plans to use the CI overhaul as a springboard to sharpen its differentiation as a retail platform specializing in small and medium-sized enterprises and to broaden its customer touchpoints.


boo@heraldcorp.com