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Mark of the dragon: Ssangyong Korea
One of South Korea’s largest chaebols, Ssangyong was famous at home but needed a new, less parochial corporate identity to signify a growing international presence.

One of South Korea’s largest chaebols, Ssangyong was famous at home but needed a new, less parochial corporate identity to signify a growing international presence.
The distinctive double S spelling of Ssangyong (which means “twin dragons”) creates an energetic mark which also alludes to the tai chi symbol of the Korean flag. The brand was designed for a vast range of products and services penetrating increasingly varied markets.
The result is an identity which unifies a diversified group, clarifying its goals to customers, business partners, and employees.
©2024 Steiner&Co.
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