CJ Olive Young announced on the 11th that it has revamped its brand logo to align with its global business expansion efforts. By exclusively using a wordmark logo, 'OLIVE YOUNG,' it has increased visibility and English readability both online and offline. In this process, the 'olive,' which symbolizes Olive Young, has been removed.
According to CJ Olive Young (hereafter referred to as Olive Young), the direction of the brand logo revamp is 'global' and 'omnichannel.' This is in consideration of the increase of foreign tourists visiting domestic Olive Young offline stores along with the effort to strengthen its online and offline businesses abroad. To enhance visibility and English readability, it plans to only use a wordmark logo.
Since starting its business in 1999, Olive Young has continuously used a brand logo that incorporates the 'olive' symbol among the text. The brand name Olive Young incorporates the homophonic expression 'All live young' to convey its business vision of 'healthy beauty.' In this case, the symbol represents the olive (Olive), a healthy ingredient.
In the initial 20 years of its business, Olive Young maintained the shape of its brand logo without making significant changes to enhance brand awareness among customers and the retail industry. However, Olive Young explained that as the retail environment dramatically changed in the mid-to-late 2010s, the necessity for change emerged alongside the evolution of its business strategy.
Olive Young plans to gradually introduce the new logo design to its offline stores within the year while also revamping the store designs. It aims to maintain Olive Young's brand image while improving the shopping experience by reorganizing the display environment.
An Olive Young official noted, 'The logo overhaul will become a new opportunity for Olive Young's growth alongside its global business expansion,' adding, 'While continuously expanding our global K-beauty fan base, we will do our best to establish Olive Young as a 'global K-beauty icon' worldwide.'