GS SHOP announced on the 28th that on the 1st of next month, it will completely renew its brand identity (BI) in celebration of its 30th anniversary. The goal is to enhance communication with customers through a new design optimized for the mobile era.
This BI renewal is the first since the launch of GS SHOP's integrated BI in 2009, occurring 16 years later. GS SHOP noted that this action reflects the recent shopping environment centered on mobile and the changing customer lifestyle.
The biggest change is in the logo, which has simplified colors to ensure clear visibility on small screens, such as smartphones. The brackets around the letter 'O' in 'GS SHOP' have also been thickened compared to before. The font has been modified to enhance visibility across all channels, including mobile apps and TV broadcasts.
In terms of channel names, the live commerce channel 'Shoppy Live' will be changed to 'Mobile Live' to intuitively convey that it is a service through the 'mobile app.' The TV home shopping 'GS SHOP' and the data home shopping 'GS My Shop' will be retained.
The channel persona has been defined as a consumer who is 'certain of their style, cheerful, and wise.' To this end, the brand's representative color will be replaced from the existing 'Leaf Green' to 'Dynamic Blue,' symbolizing adventure and vitality, with the secondary color chosen as the sensuous 'Bright Pink.'
Along with the brand renewal, the mobile app iKON will change from September 1st. To prevent confusion for users accustomed to the existing icon, the old logo image will gradually peel away from September to October, revealing the new logo underneath.
In tandem with the BI renewal and in celebration of its 30th anniversary, GS SHOP will hold a promotion called 'TenTenTen Festival' from the 1st to the 10th of next month, offering a 10% discount and 10% reward on GS Pay cards. This applies to most products, excluding cash-equivalent items like gold or gift certificates.
Park Jong-beom, CI Division Head of GS Retail Home Shopping BU, said, 'This BI renewal reflects the shift in online shopping from TV and PC to a mobile-centric era. We will continue to provide a consistent brand experience across all channels where we meet customers, including TV and mobile, to further solidify GS SHOP's unique identity.'