On the 21st, SK Telecom and SK Broadband announced that they have won awards in the communication branding category at the German ‘iF Design Award 2024’ for their ‘T-B Brand Renewal’ and ‘T-B Brand Art Wall’ respectively.
First launched in 1953, the ‘iF Design Award’ is one of the most prestigious design awards with the longest history in the world, and it is considered one of the top three design awards globally along with ‘IDEA’ and ‘Red Dot Design Award’.
SK Telecom has received the main award at the ‘iF Design Award’ for three consecutive years through the ‘T-B Brand Renewal’.
The ‘T-B Brand Renewal’ was designed to express a new and futuristic brand image as a ‘Global AI Company’, transcending traditional wireless networks and media, by reimagining the representative brands of each company, T (SK Telecom) and B (SK Broadband).
The renewed T-B brand features a design inspired by ‘OPEN’, symbolizing an open door towards the future, and SK Telecom stated that this brand renewal conveys the commitment to opening up new worlds, new businesses, and new lifestyles by overcoming fixed notions and limitations.
In addition, during the brand renewal process, SK Telecom minimized the asymmetrical structure and whitespace of the existing T-B brand, which improved customer experiences (UX) in digital and mobile contexts.
SK Broadband also gained recognition with its ‘T-B Brand Art Wall’, achieving the honor of winning at the ‘iF Design Award’ for two consecutive years.
The ‘T-B Brand Art Wall’ was designed to effectively communicate the new logo and corporate vision of the renewed T-B brand to the employees while also enhancing the environment within the corporate building.
Furthermore, to allow employees to experience the brand naturally with their colleagues, it was conceptualized as a ‘BRAND ART SPACE’, akin to appreciating a piece of art.
In particular, the art wall of the ‘AI Media Company’ expresses SK Broadband’s vision to evolve into a tech-based AI media company using typography derived from developer codes. Additionally, the design of the art wall incorporates the new T-B brand logo, symbolizing the synergy between both companies.
Yee-Hee Kang, in charge of brand strategy at SK Telecom and SK Broadband, stated, “The reason SK Telecom and SK Broadband were able to be recognized at the iF Design Award is due to the acknowledgment of our efforts in strategic concepts and creative design in branding,” and added, “We will continue to work diligently to build an innovative and new brand image in line with the advancement of SK Telecom and SK Broadband as ‘Global AI Companies and AI Media Companies’.”
Jing Lee, daedusj@autodiary.kr