New direction moves beyond asset value to embrace time, experience and personal taste

"A life culture brand to lead the next 100 years"

The evolution of Raemian's brand identity over the years. [Samsung C&T Construction Division]
The evolution of Raemian's brand identity over the years. [Samsung C&T Construction Division]

Samsung C&T is overhauling its Raemian residential brand to place greater emphasis on how residents spend their time at home, the experiences they have there, and their personal tastes — moving beyond the conventional measures of location, size and price.

The construction division of Samsung C&T unveiled a new slogan and brand identity (BI) for Raemian on Monday, aligning the brand with shifting residential paradigms and evolving individual lifestyles. It is the first renewal since 2021, marking a five-year interval.

The new direction is captured in the phrase "From Height to Depth," with the brand slogan reading "Deepen Your Life, RAEMIAN."

Three core brand values underpin the refresh: originality, refinement and distillation. Originality signals a commitment to respecting each resident's individual tastes and lifestyle over standardized benchmarks. Refinement points to a quality that reveals itself naturally over time rather than through outward display. Distillation means stripping away the unnecessary to elevate overall completeness.

Raemian's new brand identity. [Samsung C&T Construction Division]
Raemian's new brand identity. [Samsung C&T Construction Division]

The new BI reflects these values by retaining the three vertical lines that have long symbolized Raemian, while amplifying the sense of space and simplifying the overall form. The existing green and gray color palette has been replaced with restrained black and white, visually expressing the brand's philosophy of focusing entirely on the essence of residential living rather than visual spectacle.

The wordmark has been developed in three scripts — English, hangul and hanja — with a bolder typeface and precisely adjusted letter spacing to convey greater stability. The design delivers a consistent brand image across diverse customer touchpoints, from exterior walls and entrance pillars of residential buildings to digital environments including online and mobile platforms.

The new BI will be applied first at Raemian Trinione in Banpo-dong, Seocho-gu, Seoul, which recently began accepting move-ins, and will then roll out sequentially to new Raemian complexes as they open.

Samsung C&T plans to extend the brand renewal into product and service innovation. The company will continue developing Raemian's differentiated offerings, including Next Home — a concept allowing residents to configure living spaces freely according to their lifestyle — Nature Gallery, a landscaping brand designed to provide genuine rest through nature within the city, and Hestia, a service brand focused on attentive day-to-day living management.

Kim Myeong-seok, executive vice president and head of Samsung C&T's housing product marketing division, said the renewal "is a process of inheriting the heritage Raemian has built over the past 26 years while establishing new standards to lead the next 100 years in line with changing residential values." He added that the company would "continue to grow as a life culture brand that makes each and every customer's life deeper and richer through differentiated products, services and technology."

Meanwhile, Samsung C&T plans to introduce the new brand philosophy and updated BI through a range of content on the Raemian website and SNS channels.


hss@heraldcorp.com