- Removed three-color blocks (Three Squares); Symbol of a dynamic, agile and flexible new Doosan breaking away from the past
The Doosan Group unveiled a new CI and announced that it would begin “a journey for innovation toward a new future.”
The most notable change in the new CI unveiled by the Doosan Group on January 3 is the removal of the three-color blocks (Three Squares) from the previous CI. “It symbolizes a new form of Doosan that breaks away from the frame of the past and moves dynamically and agilely toward the future by flexibly responding to changes,” a Doosan official explained.
The color of the new CI was named Endeavor Blue. "It is a color that is humane and trustworthy. It means looking for new challenges and working hard on them,” the Doosan official said. He added that the color expressed Doosan's image, which is dynamic, creative and flexible, is not afraid of trying new things, and has warmth toward people and the world.
Doosan’s new CI reflects Doosan’s commitment to innovation for the future as a fast-changing company, even as Doosan is Korea’s oldest commercial enterprise, celebrating its 126th anniversary this year.
In his New Year address, Doosan Group Chairman Park Jeong-won gave a strong message of “starting anew for a bigger leap” and articulated his intention of growing Doosan’s new operations, such as its hydrogen business that includes hydrogen fuel cells, Tri-Gen, and hydrogen turbines as well as collaborative robots, hydrogen drones, and logistics automation solutions.
▲ Doosan Group's new CI image: It symbolizes a new form of Doosan that moves dynamically and agilely toward the future by flexibly responding to changes.