Krafton has unveiled a new vision, slogan, and corporate identity (CI).
The company announced on the 26th that it held an internal communication program called Krafton Live Talk (KLT) to present its new vision and core values.
CEO Kim Chang-han revealed the new vision: "We take the road no one else travels to realize gamers' dreams. We boldly challenge and pioneer to create unforgettable worlds for fans worldwide through daring imagination and technology that exceed expectations."
Krafton established five core values to achieve this vision: challenging toward bold objectives, thoroughly prepared attempts, combining imagination with technology, fan-centric thinking, and global mindset and sensibility.
The company also redesigned its CI and slogan to align with the new vision framework. The new CI visualizes "bold challenge" through "Perspective Shift," representing the discovery and expansion of new possibilities by transforming familiar viewpoints. A vibrant and strong red was adopted as the brand color to establish differentiated brand recognition in the global market.
The new slogan was set as "Pioneer the Undiscovered," signifying exploration of uncharted territories. It expresses the company's commitment to transcend existing boundaries in new genres and technological domains while focusing on the essence of the gaming business.
"Krafton is a company that pioneers paths no one else takes to realize gamers' dreams," said CEO Kim. "Our newly announced vision and core values will be the starting point for delivering unforgettable experiences to fans worldwide in Krafton's unique way and expanding the possibilities of the gaming industry through bold challenges."