Samhwa Paint is Korea's leading paint company, and through the slogan Relieved to be Samhwa, it internalized core brand values by delivering high technology trust and quality assurance to B2C and B2B customers. However, the existing slogan design had a limitation that it could not fully express the company's oriented values with aesthetic images. To overcome this, we planned to supplement the aesthetics of the slogan, which is the core language of experience, through the slogan design renewal and to effectively express corporate values to customers.

Despite its strength in technology and quality, Samhwa Paint had problems with the lack of aesthetics of slogan design, traditional corporate image, and different brand images between B2B and B2C. To solve this problem, based on the concept of 'Paint that can be used with confidence', we want to strengthen the aesthetics through a modern and sophisticated design approach, establish the identity of slogan through an integrated visual language, and effectively convey the company's message and value through an intense and cheerful design.

In order to clearly convey the slogan value of Samhwa Paint, we designed a dedicated typeface that intuitively expresses comfort and trust, and developed a 3D graphic element that emphasizes a company's technology and brand equity. Through this, we built a slogan design system that effectively conveys slogan messages and expresses positive, cheerful, and lively values.

In order to effectively express Samhwa Paint's high technology and reliability of quality, the core concept of the slogan design was set to paint that can be used with confidence. Based on this concept, we designed a slogan-only typeface with a motif of strokes that look like they were painted with a paint roller. This intuitive visual representation, which is reminiscent of painting, clearly conveys the value of the slogan and focuses on delivering Samhwa Paint's brand experience and message clearly and intensely to customers.