Hyundai Department Store to be Renamed as The Hyundai

Korea’s retail giant Hyundai Department Store would renew its brand identity (BI) for the first time it began operation in 1985 by simply going as “THE HYUNDAI”.

According to the retail industry on Wednesday, Hyundai Department Store will change its exterior BI of its establishments starting with its Apgujeong flagship store this month. The retail behemoth that runs 15 department stores, seven U-PLEX stores and three outlets nationwide used three colored-bar - mint green, black and yellow - with lettering logo as Hyundai Department Store.

It will rebrand as “THE HYUNDAI.” The new design is in dark green and lilac hues to add luxury image. The new logo will be used not only on the façade of its department stores, but also on shopping bags, membership cards and inside the stores.

The retailer decided to take out department store lettering to augment its image as versatile supplier of lifestyle and shopping space and products, said its marketing chief Chung Ji-young. The makeover has been the idea of Hyundai Department Store Chairman Chung Ji-sun, grandson of the late Hyundai founder Chung Ju-yung to upgrade and sophisticate the image of the retailer.

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