Opening the Era of High-End Brand 2.0...Daewoo E&C, 'SUMMIT' Renewal After 11 Years

[Financial News] Daewoo E&C announced on the 22nd that it will fully renew the high-end apartment brand 'Prugio Summit' and officially launch the newly revamped 'Summit (SUMMIT)' brand.
This renewal goes beyond a simple brand identity (BI) design change to a comprehensive overhaul of philosophy, design system, communication method, and quality standards, according to the company. 
First, the existing brand name 'Prugio Summit' is changed to the single naming 'Summit (SUMMIT)', and a new symbol representing it is also introduced. The brand philosophy defined as 'The Monument of Aspiration' means that the Summit brand is a symbol of the pinnacle of customer achievement. The newly introduced brand symbol is a monogram combining the initials 'M' and 'A' of the brand philosophy, designed to form Daewoo E&C's unique Summit identity.


The brand direction is △Deep Originality △Influential Presence △Pursuit of Excellence. In particular, to form the unique identity of Summit, the design concept of the entire brand, including design, products, services, and various communications, is defined as 'Modern Koreaness'. To maintain the same brand identity in various projects where Summit is applied, type-specific design guides will also be upgraded along with the renewal.
Daewoo E&C is also conducting a sensory marketing 'Sense of Summit (SENSE OF SUMMIT)' event to inform customers of the new brand philosophy of Summit. Brand contents expressed in three senses, sound, scent, and media art, under the theme of 'Monument', which the Summit brand aims for, can be found on the Summit brand website, etc.
A company representative emphasized, "Summit is no longer just a luxury apartment brand but a monument and symbolic residential platform that embodies customer achievement and aspiration." Meanwhile, the new Summit brand was first proposed for the Gaepo Woosung 7th reconstruction project, which will select a construction company at the end of August, and will also be applied to Namcheon-dong and Seomyeon, the top locations in Busan.



ljb@fnnews.com Lee Jong-bae Reporter