JejuBank

Since launching Korea's first purely private holding company system in September 2001, Shinhan Financial Group redefined its business vision by providing a single-portal for comprehensive financial services that represents the Korean financial community and has been making multifaceted efforts to realize it.

Reflecting their new vision and strategy, new CI reorganization was undertaken with the aim of establishing a new position as comprehensive financial brand representing Korea in the 21st century. The aim was to grow into a global brand in the long term amidst global financial trends of consolidation, diversification, and internationalization.

Based on the results of brand diagnosis through surveys of customers, employees, and experts, the basic direction of the new CI system lies in continuing the existing image of stability and trust, while focusing on representation as a comprehensive financial group, customer-orientation expressed through various services through the network, and innovation aimed at transparent management and global standards.

Based on this, the brand design was developed in the direction of conveying the image of a comprehensive financial group that can provide high added value and an established financial position both domestically and internationally in the long term, while utilizing the characteristics of 21st century media to maximize exposure and consumer understanding of the company.

The dove and sprout, which were the symbols of the previous Shinhan Financial Group, were reinterpreted to suit the 21st century's sense of the future and expressed as hope for a blooming future. The sphere that forms the outline of the logo is a symbol of a globe signifying internationalization and the shape of the S in the middle symbolizes the path of a financial firm moving towards growth.

Regarding the color scheme, the blue--representing sophistication, confident trust, and scale--and the upgraded gold color--symbolizing progress and passion--are used together to express the vision and confidence of a global financial company that challenges the world.

Regarding the logo font, we used a serif type with a familiar yet luxurious feel for both Korean and English to differentiate ourselves from other companies and stand out. We utilized a diverse color system for expected applications in different media such as signs, passbooks, and cards to embody the innovative will of an established financial company for a better future, leaping into globalization.

The dove and sprout, which were the symbols of Shinhan Group, were reinterpreted to fit the 21st century's sense of the future and expressed as hope for a blooming future; the "old" internationalization that forms the outline of the shape is a symbol of globalization; and the shape of the S in the middle symbolizes the path of a financial company as an indicator of endless growth.

In terms of color scheme, the blue―representing sophistication, confident trust, and scale―and the upgraded gold color―symbolizing progress and passion―are used together to express the vision and confidence of a global financial company that challenges the world.