Home & Shopping announced on July 14 that it will unveil its new corporate identity (CI), titled 'CI Refine,' in celebration of its 15th anniversary.
The home shopping network, which specializes in small businesses, officially launched on January 7, 2012, following test broadcasts and product sales in December 2011.
According to the company, CI Refine embodies three core values under the theme 'The Answer Found by Scrutiny': starting from the essence of the customer (Essential), connecting with the customer's daily life (Connect), and becoming a source of customer pride (Confidence).
The design reflects connectivity between the past and future, originality that enhances brand trust, and flexibility that allows for expansion.
The key element, the dual dot (:), symbolizes the company's spirit of coexistence with small businesses and public interest, as well as a strong trust relationship with customers. The simple yet intuitive form aims to serve as a communication bridge that conveys various meanings of the Home & Shopping brand and platform across time.
The brand's persona, which has been personified, signifies a commitment to becoming an authentic media commerce platform, characterized by consumers who make value-based decisions grounded in discerning consumption.
A representative from Home & Shopping stated, 'CI Refine is the result of our efforts to focus on customer insight and clarify the essence of our business, which is the coexistence of small businesses. We aim to become a trusted platform that adds pride to customers' daily lives based on the values of connection and communication.'
* This article has been translated by AI.
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