South Korea’s Cosmax Group unveiled a new corporate identity (CI) on Wednesday.
The new CI reflects Cosmax Group’s identity as a global beauty and health service company, beyond K-beauty.
The new CI maintains the seal symbol representing Cosmax’s management philosophy of “rightness, difference and beauty,” and shifts its placement from the upper right to the center.
The names of overseas subsidiaries are positioned below the wordmark, and the names of affiliated companies are placed to the right of the symbol, allowing for unified variations based on the basic CI.
The tagline, a concise phrase representing the company’s identity, previously used at the bottom of the CI, has been removed. Instead, the tagline has been changed from “The Science of K-Beauty” to “The Science of Beauty.”
The new CI will be gradually applied to the websites of overseas subsidiaries, business cards, and employee IDs.
As of the first half of this year, Cosmax Group supplies cosmetics, health functional foods, and pharmaceuticals to domestic and international markets through 27 production bases worldwide, including South Korea, China, the United States, Indonesia, Thailand, and Australia.
By Sul-Li Jun
sljun@hankyung.com
