POSCO E&C Launches New 'The Sharp'

[Asia Economy Reporter Yoo In-ho]

POSCO Engineering & Construction has unveiled a new logo for its apartment brand, ‘The Sharp,’ for the first time in 11 years.

In 2020, marking the start of the next decade, POSCO E&C incorporated its commitment to the core residential values into the new logo, opening the era of ‘The Sharp 3.0.’ With the concept of ‘Advance in Core,’ the brand embraces four key values: reliable safety, enhanced convenience, comfortable rest, and sophisticated design.

The Sharp’s symbol (#) emphasizes strength and solidity by depicting the intersecting horizontal and vertical strokes. The logo, previously a mix of uppercase and lowercase letters (The Sharp), has been changed entirely to uppercase (THE SHARP).

The color has been changed from the previous Blue Violet to Prussian Blue. Prussian Blue is a color seen in the chemical reactions of iron, characterized by its weightiness and luxury.

The newly revamped The Sharp will be gradually applied starting with POSCO E&C’s new housing complexes launched this year.

This is the second time POSCO E&C has changed the logo. In March 2002, inspired by the musical sharp (#) symbol indicating a half-step increase, they introduced The Sharp (the #) with the meaning of ‘rounding up the value of customers’ lives.’

In 2010, The Sharp was renewed with the concept of ‘Heairim,’ meaning ‘consideration,’ to provide customers with a richer life through sincerity and meticulous care. Since the launch of The Sharp brand, POSCO E&C has supplied approximately 125,000 households across more than 150 complexes nationwide.

A POSCO E&C official said, “The Sharp is a brand that has grown with the love of our customers over the past 18 years,” adding, “We will continue to present The Sharp as the highest quality brand in Korea to become a trusted and beloved 100-year brand.”

This content was produced with the assistance of AI translation services.