Samsung C&T revamps Raemian brand after five years, from identity to brand philosophy

Samsung C&T is repositioning Raemian around how people experience a home, rather than how tall or imposing an apartment complex looks. The company said it has revised the brand’s philosophy, slogan, core values and visual identity after five years.

The new philosophy is “From Height to Depth.” It conveys a shift away from height, scale and exterior appearance toward the quality of living spaces and the experiences residents have in them. The new slogan is “Deepen Your Life, RAEMIAN.”

Raemian’s three core values are Originality, Dignity and Refinement. Samsung C&T said these principles will guide spaces that reflect residents’ tastes and lifestyles, designs that reduce excessive decoration, and a level of finish that residents can feel through everyday use.

The visual identity has also been changed. The three vertical lines associated with Raemian remain, but the design has been simplified by expanding the sense of space and margins. The brand’s previous green and gray color scheme is shifting toward black and white. Samsung C&T plans to apply the renewed identity and philosophy to future products and services.