Since its establishment in 1978, the Korea Housing Association (KHA) announced for the first time in July of this year a comprehensive update of its brand identity system, unveiling a new logo and visual identity (VI) system. This initiative marks a new step for the non-profit organization in promoting the healthy development of the housing industry and improving the quality of residential living for the public.
The new logo, centered on the core vision of “Better Living, Better Life,” skillfully integrates the two elements of “house” and “people,” using an abstract and modern design language to reflect the deep connection between living and humanity. The graphic structure is simple yet dynamic, conveying the association's mission to foster harmonious human-dwelling relationships while delivering a unified and forward-looking brand message to the public and the housing industry.
In terms of color design, the new logo adopts four core hues, each representing one of the association's four core values: blue symbolizes trust, conveying the reliable image the association has established among the public and its members; orange represents innovation, reflecting the driving force behind advancing the housing industry; green signifies collaboration, highlighting the multi-party coordination mechanism with the government, enterprises, and communities; and dark blue emphasizes responsibility, expressing the commitment to future generations' residential development.
The new logo was selected through an open call for submissions. The association, in collaboration with an internet platform, launched a design competition that attracted a total of 447 entries, ultimately selecting two winning works. The total prize fund for the competition was 7 million Korean won, with the first-place winner receiving 5 million Korean won (approximately 25,000 RMB) and the second-place winner receiving 2 million Korean won (approximately 10,000 RMB). This process not only broadened public participation channels but also reflected KHA's open and inclusive organizational culture.
The new VI system has been officially applied to various visual carriers of the association, ranging from document materials to digital platforms, and from event promotions to spatial signage, comprehensively showcasing the brand image of the Korea Housing Association as it moves into a new era. This refresh not only infuses the organization with a sense of modernity and approachability but also aligns more closely with its positioning as a continuous leader in the rapidly evolving housing industry.
