KO
- Samsung C&T introduces “From Height to Depth” as Raemian’s new brand direction and “Deepen Your Life, RAEMIAN” as its new slogan, placing time, experience and individual lifestyles at the center of residential value
- The redesigned BI retains Raemian’s signature three vertical lines in a restrained black-and-white system, while Next Home, Nature Gallery and Hestia support its evolution into a “Life Culture Brand”
A home is increasingly defined by more than its location, size or price. The time people spend there, the experiences it creates and the individual tastes it reflects are becoming just as important. Raemian’s latest brand renewal places this changing idea of residential value at its center.
Samsung C&T Engineering & Construction (E&C) Group announced on Aug. 31 that it has redefined Raemian’s Brand Identity System (BIS) in response to evolving residential paradigms and individual lifestyles, unveiling a new brand philosophy, slogan and visual identity. It is Raemian’s brand renewal in five years.
From Height to Depth: A New Measure of Residential Value
As expectations for housing evolve beyond physical scale and asset value, Raemian is shifting its focus from providing spaces that are simply taller, larger or more visually striking to enriching the everyday lives lived within them.
The new brand direction, “From Height to Depth,” expresses that shift. Its accompanying slogan, “Deepen Your Life, RAEMIAN,” reflects a commitment to the essence of residential living by adding greater depth to each resident’s tastes, routines and experiences.
Samsung C&T has translated this philosophy into three core brand values:
- Originality: Respecting each person’s individual tastes and lifestyle rather than applying a uniform standard
- Dignity: Creating value that is not displayed for effect, but felt naturally the longer people spend in a space
- Refinement: Removing unnecessary elements to achieve a higher level of completeness
A New BI That Preserves Identity and Clarifies Its Essence
Raemian’s new BI carries forward the three vertical lines that have long symbolized the brand, preserving its distinctive identity while simplifying the overall form through a stronger sense of space and openness.
The previous green and gray palette has been replaced with restrained black and white. The change gives visual form to Raemian’s philosophy of concentrating fully on the essence of residential living rather than outward display.
The wordmark has been developed in English, Korean and Chinese-character versions. A heavier typeface and precisely adjusted letter spacing create a more stable visual presence, allowing the brand to appear consistently across customer touchpoints ranging from building façades and complex entrances to online and mobile environments.
The new BI is being applied first at Raemian Trini One in Banpo-dong, Seocho District, Seoul, where move-ins recently began. It will then be introduced sequentially at new Raemian complexes as they welcome residents.
Beyond Space, Evolving Into a Life Culture Brand
Samsung C&T intends for the renewal to lead to changes customers can experience directly, rather than remain a visual update alone. Raemian will continue advancing differentiated products and services that bring the new philosophy into residential spaces and daily routines.
These include Next Home, which allows residents to configure their spaces freely around their lifestyles; Nature Gallery, Raemian’s landscape brand designed to offer complete rest through nature in the city; and Hestia, its service brand for the attentive management of everyday life.
“This renewal carries forward the heritage Raemian has built over the past 26 years while establishing a new standard aligned with changing residential values to guide the next 100 years,” said Myung-seok Kim, Executive Vice President and Head of the Group’s Housing Product Marketing Division. “Raemian will continue to evolve as a ‘Life Culture Brand’ that makes each customer’s life deeper and richer through differentiated products, services and technology.”
Samsung C&T will also introduce Raemian’s new brand philosophy and updated BI through a range of content on the Raemian website and social media channels.
Raemian’s 26-Year Brand Journey
The renewal builds on a residential brand that has continued to evolve since its launch:
- 2000: Raemian brand launched
- 2002: “Pride” established as the brand identity
- 2003: First BI renewal
- 2005: Hestia, the industry’s first resident customer-service brand, launched
- 2007: Second BI renewal
- 2012: A new Raemian Gallery brand exhibition center opened in Munjeong-dong, Seoul
- 2020: The industry’s first dedicated research unit for inter-floor noise established
- 2021: Third BI renewal
- 2022: Raemian Gallery renewed as a customer experience space
- 2023: Future residential model “Raemian, Next Home” unveiled and home platform Homeniq launched
- 2025: Next Home testbed completed and “Next Remodeling” unveiled
- 2026: Ranked No. 1 for 28 consecutive years in the National Customer Satisfaction Index (NCSI), 25 consecutive years in the Korea Brand Power Index (K-BPI), 23 consecutive years in the National Brand Competitiveness Index (NBCI), and 11 consecutive years in the Korean Service Quality Index (KS-SQI)
