Shindonga Construction Revamps 'Familie' Brand After 14 Years

[Asia Economy Reporter Kim Hyemin] Shindonga Construction's housing brand 'Familie' has been completely revamped for the first time in 14 years.

Shindonga Construction announced on the 3rd that it renewed its brand design to redefine brand identity and secure competitiveness in the housing market. The last revamp was conducted in 2007, making this the first in 14 years.

The name 'Familie' has been retained, but the colors, symbol, and logo have all been changed. The newly established brand slogan is 'Refined Serenity,' meaning delicately refined comfort.

Unlike other housing brands that omit the brand symbol, a new symbol was developed. It is shaped based on the arch form, the most stable architectural shape, and the abbreviation 'FAM' from 'Familie.' The logo has been changed from the previous bilingual Korean-English notation to English-only. The brand colors use green as the main color, with gray, black, and beige added.

The new brand will be applied sequentially starting with this year's planned complexes, including the Yeongdeungpo Singil 5-dong regional housing association and the Shinjinju Station area townhouse.

A Shindonga Construction official said, "As the traditional meaning of family weakens and new family forms and meanings diversify, the core of this renewal was to redefine Familie's brand appeal focusing on family as a key keyword. We will secure brand loyalty through housing products and services that customers can truly experience and empathize with."

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