Corporate Identity Renewal for Hanssem
Hanssem’s nine blocks become seven.
CFC renewed Hanssem’s corporate identity in 2024, preserving the Korean home and living company’s red, yellow and blue block symbol while simplifying its construction. The symbol moves from nine blocks to seven, with revised colour brightness and saturation. A bold new logotype echoes those blocks in parts of the H and M, connecting the wordmark to the symbol. The same geometry becomes a flexible graphic motif within a structured grid, used as frames and graphic elements across physical and digital applications. The identity also connects services including Hanssem Rehaus and Hanssem Service. CFC subsequently developed distinct identities for the premium kitchen brand Kitchenbach and sofa brand MVME.
Insights
- Reducing the symbol from nine blocks to seven simplifies an existing brand asset while retaining its primary-colour character.
- Block-derived details in the H and M connect the logotype directly to the symbol.
- The symbol’s geometry extends into frames and graphic motifs governed by a grid.
- The corporate system connects service brands, while Kitchenbach and MVME receive identities suited to their distinct positioning.
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