LOTTE Chemical is the petrochemical arm of South Korea’s Lotte Group, formed in December 2012 through the merger of Honam Petrochemical and KP Chemical. The company’s corporate identity combines the Lotte Group symbol with a dedicated logotype and color system that distinguishes the chemical business within the wider group.
Design and History
LOTTE Chemical officially launched its new name and corporate identity at a merger and CI declaration ceremony held on December 27, 2012, at Lotte Hotel in Seoul. The new name applied across all business sites from that date, marking the first name change for Honam Petrochemical since its founding in 1976.[1][2]
The identity was introduced shortly after the Lotte Group itself replaced its long-standing “3L” symbol, three overlapping letter Ls inside a circle, with a wordmark-style “LOTTE” logotype in April 2012. The group cited the expansion of global business into China, Russia, Vietnam and other markets as the reason for needing a symbol that people worldwide could easily recognize.[3][4]
LOTTE Chemical’s CI is described by the company as embodying values toward a world of harmony between humans and nature. The symbol mark is that of the Lotte Group, which contains the vision of “Lifetime Value Creator” and stands for a pledge to “always give new values in every moment of life.” The logotype visualizes the official name of LOTTE Chemical and cannot be used through arbitrary modification. The symbol and logotype are combined when officially indicating the company name, and using the symbol mark alone is not allowed.[5]
Meaning and Symbolism
LOTTE Chemical’s visual identity is composed of three motifs that symbolize what the company calls the “Three Great Values”: People, Forward Thinking and Life Enriching.[6]
The People motif uses a round diamond-shaped line that represents stability and harmony. The company states the Lotte Group symbol started from the form of the Lotte World Tower “base,” showing that the basics and center of the LOTTE Chemical business are always directed toward people.[6]
The Forward Thinking motif begins from the point of the L-line, described as the start point of new ideas, symbolizing continuous innovation toward leading products and technologies. The signature blue color of the CI expresses the identity of the chemical industry and the trust of customers.[6]
The Life Enriching motif features a green leaf containing the will to protect people and the environment. The filling with green color by expanding from a line to a plane symbolizes abundant life and a sustainable future.[6]
The Malaysian subsidiary LOTTE CHEMICAL TITAN similarly describes the green line motif as expressing the company’s commitment to environmental stewardship, containing a passion to protect people and the environment while reconciling a variety of values based on leading petrochemical technologies.[7]
Typography and Design
The basic colors of the LOTTE Chemical logo are LOTTE Red, LOTTE Chemical Blue and LOTTE Chemical Green. Gray and silver may also be used in a limited fashion for special expressions. The official color specifications are:[5]
- LOTTE Red: Pantone 485c, R218 G41 B28
- LOTTE Chemical Blue: Pantone 2955C, R6 G73 B117
- LOTTE Chemical Green: Pantone 368C, R141 G198 B63
- LOTTE Chemical Gray: Pantone 425C, R84 G88 B90
- LOTTE Chemical Silver: Pantone 877C
The CI logo is protected as intellectual property under the Trademark Act and may not be arbitrarily altered or used without prior authorization.[5]
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