Key word of Shinhan Financial Group’s brand identity

Shinhan Financial Group’s brand identity is centered around the aspiration for expansion to take a leap forward into the world as a global financial company taking the lead in the 21st century, the undisputed leadership as a customer-oriented and professional finance group, and the scale of diverse and integrated financial network.

Strategy for Introduction

Since the launch of the nation's first pure private holding company system in September 2001, Shinhan Financial Group has established its business vision as a Wonpo total financial service group representing Korea and is making various efforts to implement it.

The Group’s CI revision reflects new vision and strategy, and aims to position the Group as a total financial brand most prominent in Korea in the 21st century and to spur growth into a global brand over the long-term amid the changing global financial trend towards large-scale, dual business, and globalization.

Based on the results of brand diagnosis as found in the survey of customers, employees, and expert groups, the basic concept of the new CI system focused on the prominence as a total financial group, customer-oriented mindset in various services delivered through networks, and innovation that pursues transparent management and global standard, while maintaining consistency with the well-established image of stability and reliability.

On that basis, the brand design was developed to highlight both domestic and overseas status of finance over the long-term, and project an image as a total financial group that can provide high value-added. At the same time, the new brand design can be used in various ways that suit the media characteristics of the 21st century and increase the exposure, helping ensure easiest understanding on the part of consumers.

Meaning of CI