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Daewoo Rebrand
Bringing a familiar Korean brand into the future of technology.
대우 리브랜딩
DURATION
3 weeks
School Project
RESPONSIBILITIES
Brand Research
Visual Identity
Contact
연락처
정동근
Donggeun Chung
Daewoo had strong brand recognition, but its visual identity felt outdated and disconnected from the future technology market. I reimagined Daewoo as a modern technology brand focused on AI, mobility, robotics, and smart living.
Daewoo’s identity still felt tied to its traditional industrial image and needed a clearer future-facing direction.
A legacy name with unfinished potential
I researched Daewoo’s brand history, current perception, and competitors in technology, mobility, robotics, and smart living.
This helped me identify an opportunity to move Daewoo from a traditional industrial image into a more future-focused technology space.
Although Daewoo is no longer active as the same global corporation, its legacy remains familiar to many people. I used this recognition as a starting point to imagine how the brand could return with a clearer, smarter, and more future-ready identity.
전통의 브랜드, 오래된 업데이트
To reposition Daewoo as a future technology brand, I created a new vision and mission that connect the brand to smart mobility, robotics, and everyday life.
The goal was to move Daewoo away from its old industrial image and give it a clearer purpose for the future.
대우의 새로운 아이덴티티를 설립하다
Defining a New
Identity of Daewoo
Mission
Vision
We create smart mobility and robotics that make life easier, connected, and future ready
A future where technology move with us, understand us, and improve the way we live.
Values
Humanly Intelligent
Compassionately
Visionary
Effortlessly Connected
Playfully Curious
Great
Universe
Futuristic & Minimalist Design → Reinforces the idea of limitless potential—Daewoo is not just a brand; it’s shaping the future, pushing boundaries beyond Earth into a universe of possibilities.
Started the logo process by revisiting Daewoo’s original symbol and the meaning behind its name. “Daewoo” can be interpreted as “Great Universe,” which gave me a strong conceptual starting point.
Rather than creating a completely separate mark, I wanted the new identity to evolve from the brand’s existing heritage. The original rounded industrial symbol was simplified into a sharper triangular structure, while the idea of the universe was translated into three circular elements.
Choosed blue as the primary color because Daewoo needed to feel reliable, familiar, and future-ready at the same time.
Blue connects the brand to trust, technology, stability, and innovation, which helped move Daewoo away from its old industrial image and toward a smarter technology identity.
The deep blue works as the main brand color because it feels confident and professional, while still being flexible enough for digital screens, product interfaces, outdoor campaigns, and social media.
Making the identity sharper and digital
더 확고한 대우의 아이덴티티를 만들기 위한 과정들
Primary colors
Accent Colors
The color system was also tested with AA accessibility standards to make sure the brand could stay readable and functional across different touchpoints.
Since Daewoo was imagined as a future technology brand, the identity needed to work not only as a visual style, but also as a practical system for websites, apps, campaigns, and product interfaces.
I created primary and accent color combinations that maintain enough contrast for text, buttons, and digital layouts. This helped the brand feel more inclusive, usable, and ready for real-world digital applications.
Making the system clear for everyone
이해하기 쉬운 시스템 만드는 과정들
Silk Red
Ocean Blue
Mango Yellow
What this project taught me
This project taught me that rebranding starts with understanding a brand’s position, not just redesigning its visuals. I learned how to connect research, strategy, and design decisions into one consistent identity system.
By applying the brand across digital, product, and campaign touchpoints, I also learned how important it is for every part of the system to tell the same story.
redesigned the logo with a cleaner geometric form to express movement, progress, and innovation.
The typography and color system were created to feel modern, confident, and flexible across digital and physical touchpoints.
I applied the new identity across billboards, product mockups, and digital screens.
This helped test whether the brand could stay consistent, recognizable, and strong across different environments.
The system in the real world
실제사례를 바탕으로 한 디자인