Daesang Group Unveils New CI on Its 65th Anniversary

[Asia Economy Reporter Seungjin Lee] Daesang Group unveiled a new CI on the 1st to mark its 65th anniversary, embodying its future vision and commitment to innovation. The group plans to use the new CI as a stepping stone to transform into a centennial company.

Daesang’s new CI retains the core value of being a "company responsible for the health of the people," which it has upheld for the past 65 years, while expressing its determination to evolve into a company that creates a healthy future for both people and nature in line with changing times.

The symbol of the new CI is shaped like a tree rooted in the earth and extending its branches toward the sky, symbolizing a virtuous cycle where products and services born from ‘nature,’ the foundation of Daesang’s business, enrich both humans and nature. The English name ‘DAESANG’ is represented in rounded lowercase letters to signify sustainability through connection with customers and the future.

Each letter of the CI symbol embodies the values Daesang pursues and the principles its members should uphold. The seven elements of Daesang’s new DNA include the group’s reason for existence, future aspirations, social responsibility continuing the founder’s management philosophy, newly required organizational culture and work methods, the ideal talent expected from members, and strengthened customer-centric management standards. Through this, Daesang aims to drive both individual members’ vision fulfillment and the company’s growth.

Daesang Group plans to gradually apply the new CI to group company websites and product packaging to increase touchpoints with customers. At the same time, it will conduct advertising campaigns to promote the CI and the new corporate vision.

Choi Seong-su, CEO of Daesang Holdings, stated, “Building on our 65th anniversary, we have renewed our CI to leap forward as a global company leading for 100 years. We prioritize the corporate philosophy of contributing to a healthy world for both people and nature and will advance as a company that leads change and innovation in step with the times.”

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