The mobility innovation platform SOCAR announced on the 20th that it has renewed its brand identity (BI). This renewal was carried out to revamp the existing brand slogan and logo, which centered on car-sharing, to match the expanded business scope and strengthen its identity as a comprehensive mobility corporation encompassing various transportation services.
The new brand slogan is "Lifetime Mobility SOCAR." It reflects the mission to help users move happily and freely in all transportation situations throughout their life cycle. SOCAR signifies its intent to extend the mobility experience beyond its core business of car-sharing to include KTX, airlines, bicycles, and parking, allowing users to conveniently choose their desired mode of transportation.
The visual elements of the brand identity have also been completely overhauled. An independent symbol was developed apart from the logo type, which symbolizes the dynamism of a mobility corporation by depicting the intersection of roads while also representing the initials 's' of SOCAR in silhouette. The logo type has been changed from uppercase (SOCAR) to lowercase (socar), adding a friendly and modern image. Additionally, the brand color was adjusted for saturation and brightness to a clearer blue, enhancing readability and visibility in digital environments.
SOCAR implemented the new BI through an app update in July and has begun the gradual application of it at offline hubs such as SOCAR zones from this month. It aims to provide a consistent brand experience across both online and offline platforms in the future.
Jo Jun-hyung, SOCAR's Chief Marketing Officer, said, "This BI renewal embodies our determination to expand the brand beyond car-sharing to encompass all mobility options," and noted, "Through rebranding, we will communicate SOCAR's efforts to innovate the future mobility industry with differentiated technology clearly."