HDC Hyundai Development has carried out a full renewal of its residential brand IPARK. The move aims to broaden the brand's role from a housing-centered identity to one encompassing everyday life, including retail, leisure, sports, and culture.
According to HDC Hyundai Development on Thursday, the core of the renewal is a shift from "what we build" to "what value we provide." Since launching the brand with "Seongsu-dong IPARK" in 2001 and supplying residential complexes to some 500,000 households nationwide, IPARK has now fully redefined its structure and direction based on the brand assets it has accumulated, the company said.
The new brand system puts forward "Vision Becomes Life" as its central slogan, reflecting the intent to transform the brand into one that translates vision into actual life experiences. The brand's aspiration has been set as an "Integrated Life Experience," organically connecting diverse areas of daily life such as retail, leisure, sports, and culture on the foundation of housing and cities. Its core mission is a "Form of Better Life." The concept goes beyond providing value at the level of individual spaces to integrally planning and proposing services and content, expanding customer touchpoints.
The IPARK brand designs housing, cities, and spaces through HDC Hyundai Development, HDC I&Cons, and HDC Marina, while offering leisure and rest experiences through Hotel IPARK and IPARK Resort. IPARK Sports, IPARK Mall, IPARK Shilla Duty Free, and IPARK Young Chang were also presented as brand touchpoints. The aim is to create a structure in which customers can experience the IPARK brand at various points of daily life beyond residential complexes.
The brand identity (BI) has also been changed alongside the renewal. The form assets of the existing logo have been retained, but the structure has been simplified with a focus on enhancing scalability and usability across various media environments. The most notable change is the color scheme. The brand has shifted from its previous intense impression centered on red to a combination of "burnt umber" and ivory. HDC said the harmony of the two colors visually expresses the brand's philosophy, conveying depth and warmth along with the sensibility of space and balance. The intent is to embody in color the brand direction connecting cities and nature, technology and sensibility.
The overall design system, including typefaces and layouts, has also been overhauled. Restrained forms and a sense of balance have been applied across graphics and typography to convey reliability and stability, systematically designed to deliver a consistent brand experience in both digital and offline environments. HDC added that the new BI focuses on visually embodying the values of connection and expansion.
The new brand will be applied sequentially, starting with "Uijeongbu Station Central IPARK," which was recently launched for sale. The company plans to expand external exposure through the official website and brand video releases, and will continue efforts to strengthen brand experience using both online and offline channels.
"We will establish ourselves as a life platform that connects and expands various areas of life beyond being a simple residential brand, and ensure that customers can experience IPARK in their daily lives through diverse touchpoints," an HDC Hyundai Development official said.
