Samsung C&T President & CEO Oh Se-chul. (Photos: Samsung C&T)

Samsung C&T has overhauled the housing brand Raemian.

The new messaging surrounding the brand suggests a new brand identity “life companion.” Samsung C&T announced the new vision to make the brand Raemian customers’ “life companions,” going beyond offering products and services, on May 10.

Raemian made its debut in January 2000 under the brand philosophy “Pride.” The brand has since made a splash in the Korean housing culture.

Raemian’s new brand identity whose renewal comes in 14 years.

Starting with the construction of Yongin Guseong 1st Raemian Apartments, 173 apartment complexes with a combined some 160,000 units have been built under the brand across the nation in the past 21 years.

In June 2021, Raemian set its new ultimate goal of sharing all moments with customers.

The conventional definition of home involves only housing space, but the real meaning of the modern home has expanded into a space in which customers conduct diverse activities and experiences.

In particular, following the emergence of the COVID-19 pandemic, the home has become a space involving diverse activities, including being alternatives to physical schools and offices.

Raemian conveys trendy lifestyles with products tailored to meet personal needs and differentiated services, while supporting things large and small, occurring in the course of customers’ daily lives by employing data-based AI technologies.

The brand also utilizes the new vision “life companion,” meaning the enrichment of customers’ lives through the expanding tangible and intangible communications.

Raemian’s new brand identity inherits the conventional BI’s intrinsic colors and form, while ramping up future-forward images and scalability.

The new brand identity keeps intact Raemian’s intrinsic three lines and colors like the previous one but changes the spelling of its name from the Chinese name 來美安 to the English name RAEMIAN.

Raemian’s three lines means humanity, nature and technology, which symbolize harmony, continuous growth and development, respectively. Green, one of the brand’s three colors, signifies being future-oriented, nature and enrichment, while gray symbolizes beauty, ideal and unrestrictedness.

The new brand identity separates the logo and the characters, flattening the lines and ramping up on-line and off-line availability, a departure from the conventional combination of the name and three lines.

The color of the name “RAEMIAN” in the new brand identity is dark green and in a newly developed handwriting type of softly connecting curves and direct lines to establish a modern, future-looking image.

The renewal of the brand identity comes in 14 years since 2007. The brand is considering placing the new brand identity to apartment complexes whose moving is expected to come in the next half of this year.

Executive Vice President Baek Jong-tak, head of the Housing Division at Samsung C&T, said, “Raemian’s announcing a new vision and renewing its brand identity is designed to spearhead housing culture trends.”

“Raemian will offer enhanced housing values to customers by aggressively partaking in diverse housing projects such as redevelopment, reconstruction and remodeling,” he added.

Meanwhile, Samsung C&T has unveiled videos designed to publicize Raemian’s brand identity renewal through Raemian’s website and SNS and is holding an event for customers for the whole of May.

Executive Vice President Kim Duk-gyu of Samsung C&T poses with other officials after Samsung C&T was inducted into the Hall of Fame for the fifth consecutive year at the 2020 Carbon Disclosure Project (CDP) Korea Awards ceremony on April. 28.