Hoban Construction refreshes ‘Summit’ brand after seven years

[Financial News] Hoban Construction has refreshed its residential brand, ‘Hoban Summit.’ This comes seven years after it revamped the brand as ‘Hoban Summit’ in 2019, following the 2010 launch of ‘Hoban Summit Place.’
Hoban Construction said on the 13th that it would redefine Hoban Summit’s brand philosophy and design system and unveil a new brand identity (BI) and slogan.
The refresh focused on establishing a clearer brand direction in response to changing perceptions of housing and lifestyles. The company views a home not simply as a place to stay, but as a space that reflects personal tastes and diverse ways of life, where value accumulates through everyday experiences.
The new brand slogan is ‘Organic living where value grows the longer you live there (Where Life Grows).’ It expresses the brand’s aim to offer homes where people can grow in their own direction in keeping with their individual ways of life and changing circumstances.
The new brand’s core values are: spaces that thoughtfully understand life (Thoughtful Space); inspiration that opens up life’s possibilities (Inspired Living); and value that deepens along with life (Evolving Value).
The new brand philosophy and direction are also reflected in the BI. The English logo brings different curves and rhythms into harmony. The company said it had retained the identity and prestige of the existing Hoban Summit brand while adding flexible sculptural beauty to create a contemporary image. The brand’s logotype uses black as its primary color to emphasize simplicity, while green and other colors reflecting its nature-friendly philosophy are used for backgrounds.
Alongside the refresh, Hoban Construction is introducing ‘Hoban Summit Edition,’ a premium line under Hoban Summit. Based on the concept of ‘a summit in the city embraced by nature,’ Hoban Summit Edition aims to offer homes where residents can enjoy peaceful relaxation in everyday life.
The names of community facilities within apartment complexes have also been revamped. The unified community facility names are ‘Club H’ for Hoban Summit and ‘The Lounge’ for Hoban Summit Edition. Club H conveys a familiar sense of belonging and membership, while The Lounge aims to provide a place to relax in comfort in an elegant atmosphere.
Hoban Summit Edition will make its debut at ‘Wirye Commercial Block 9,’ which is scheduled to go on sale this coming December.

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