SK Telecom 'T Direct Shop' Wins Red Dot Award

Brand & Communication Division Grand Prize

[Asia Economy Reporter Cha Min-young] SK Telecom announced on the 20th that the brand identity (BI) of T Direct Shop won the main prize in the Brand & Communication category at the ‘2021 Red Dot Design Award.’

The Red Dot Design Award is an international design competition hosted by the Design Center of North Rhine-Westphalia, Germany, established in 1955. Along with IDEA and iF Design Awards, it is considered one of the world's top three design awards.

SK Telecom stated that the T Direct Shop brand was highly evaluated by the judges for enabling customers to experience a consistent and strong brand not only through online customer experience but also through mobile phone purchase, service activation, and delivery, as well as for implementing eco-friendly design such as changing to single-color uncoated printing.

Through services like Happy Delivery, SK Telecom shaped a bold logotype with an arrow to intuitively convey the brand value of ‘quickly and directly receiving products’ during the customer purchase journey. Consistent brand images were also presented on packaging, guidebooks, and delivery managers’ uniforms.

Ye Hee-gang, head of SK Telecom’s Creative Comm Group, said, “This award recognizes SKT’s unique brand sensibility, design capability, and brand value that prioritizes customer experience on a global scale,” adding, “We will continue to strive to provide differentiated brand experiences and value to our customers.”

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