Kyowon Group has been at the forefront of the education market as it has worked to establish a proper culture of education and continue its growth. The group has recently expanded further into lifestyle businesses that enrich daily life, such as home electronics and travel. In a project for Kyowon Group, Interbrand set out to establish customer benefits and an emotional convenience-oriented brand identity flexible enough to apply to the group’s affiliates. We also launched a project to develop corporate identity, which will convey a consistent brand image at a wide range of customer interfaces.
Through this project we instilled sympathy and pride within Kyowon for the internal engagement, while externally reworking the group’s image as future-oriented and modern. One of the key goals of the project was to create brand architecture strategies and establish a clear relationship between a visually differentiated corporate brand and affiliated brands. The project is also notable for the establishment of application systems, as it identified the need for a systemic change in the development of designs, depending on whether they are applied to the group’s or to an affiliate’s brand.