HS HYOSUNG has officially unveiled its new corporate identity (CI) and vision, named “Masteria,” marking a renewed dedication to enhancing the human experience by leveraging advancements in science, technology, and collective intelligence. This move signals a fresh start for the company while staying true to its foundational values.
New CI Symbolism
The newly designed CI features a square star symbol complemented by colours that signify a “Guiding Star” leading the way for global progress and a “Value Tree” symbolising sustainable growth and vitality. This refreshed design captures the spirit of HS HYOSUNG’s esteemed legacy, effectively blending the core principles established by its founders with the progressive vision of the company’s inaugural management team. It represents a bridge between the company’s past, present, and future, symbolising growth and stability.
During the launch event, Vice Chairman H.S. Cho emphasised the company’s ongoing dedication to building on its 60-year heritage, stating, “HS HYOSUNG will continue the legacy established by our founder, which focused on national growth through industrial innovation. Our mission is to create a new horizon of challenges where we can maximise the well-being of all stakeholders through ethical leadership and the creation of value for society and future generations.”
Inspired by the name “HYOSUNG,” which means “morning star,” the “Guiding Star” in the new CI embodies the company’s ambition to lead global innovation, driving positive change across industries. It reflects HS HYOSUNG’s unwavering determination to be a beacon of progress in the world.
Additionally, the “Value Tree” symbol represents the company’s focus on long-term growth, mutual success, and resilience. The image of a strong, deeply rooted tree symbolises vitality and endurance, providing essential resources to humanity. It mirrors HS HYOSUNG’s aspiration to be a thriving, sustainable entity that continuously delivers value to its stakeholders and society as a whole.
The Modern Brand Identity
HS HYOSUNG’s updated logo, designed using the bespoke “HS Font,” features a rising square star that symbolises the company’s innovative mindset and strong capacity for future growth. The brand incorporates three primary colours: “HS Blue” symbolises excellence, innovation, and intellect; “HS Green” represents responsibility, trust, respect, and collaboration; and “HS Orange” conveys pride, passion, and happiness.
These carefully selected colours reflect the core values that underpin HS HYOSUNG’s operations and strategy, enhancing the brand’s visual identity and strengthening its emotional connection with stakeholders worldwide.
Vision for the Future: “Value Together”
In conjunction with its new CI, HS HYOSUNG has unveiled a bold, forward-looking vision: “We generate value to enhance human life by leveraging science, technology, and the power of collective intelligence.” This vision highlights the company’s dedication to going beyond mere product and service provision, aiming instead to create genuine value that benefits society and enhances human welfare and prosperity on a global scale.
This forward-thinking direction aligns with Vice Chairman Cho’s long-standing philosophy of “Value Management,” which centres on maximising benefits for all stakeholders—customers, shareholders, employees, business partners, and the wider community. By fostering an inclusive approach, HS HYOSUNG aims to empower everyone within its ecosystem to contribute to the shared goal of value creation.
The slogan “Value Together” was first introduced by Vice Chairman Cho during a town hall meeting in June. It encapsulates the company’s mission of collective value creation and reflects its ongoing commitment to this approach as a core aspect of its future strategy.
Rebranding Across Affiliates
HS HYOSUNG Advanced Materials, which officially changed its name following an extraordinary shareholders’ meeting on September 6th, along with other HS HYOSUNG affiliates such as HS HYOSUNG Information Systems, HS HYOSUNG Holdings USA, HS HYOSUNG Global Logistics Vina, HS HYOSUNG The Class, and HS HYOSUNG Toyota, will adopt the new brand identity in the second half of the year, following their respective shareholder meetings. This will mark the complete integration of the new CI across the group, reinforcing the unified vision under the “Masteria” identity.
