Samsung Fire & Marine Insurance Co., Ltd. is a South Korean non-life insurer headquartered in Seoul, tracing its founding to 1952. The company adopted its current name in 1993 after Samsung Group acquired the business in the late 1950s.[1] Its visual identity has undergone two significant corporate identity (CI) changes in the 2020s, moving away from the long-standing Samsung Group oval mark toward a distinct financial-services look.
Design and History
For nearly three decades, Samsung Fire & Marine Insurance used the Samsung Group CI launched in March 1993, which featured the familiar blue oval mark.[2][3] In June 2022, the company published a new CI as part of a coordinated rebrand across five Samsung financial affiliates, including Samsung Life, Samsung Card, Samsung Securities and Samsung Asset Management.[1][4]
The 2022 CI dropped the oval mark entirely. The new logotype used lowercase lettering and a friendlier font to create a rounder, softer feel than the previous logo, emphasizing a young and flexible image for Samsung Financial.[2][4][5] The change also introduced colors beyond the previous white-and-blue palette.[6] The revised logo was applied from July 2022, starting with outdoor signage at the companies’ headquarters buildings in Seocho, Seoul, with other applications rolled out progressively.[2][4]
In January 2025, Samsung Fire & Marine Insurance announced a new corporate identity under the message “Protecting today, Inspiring tomorrow.”[1] The company described this as a corporate value identity rather than a full logo replacement, and it became the basis for a new advertising campaign launched in April 2025 with the Korean tagline “지키다 일상, 꿈꾸다 그 이상” (roughly, “Protect daily life, dream beyond that”).[7][8]
Meaning and Symbolism
Samsung Fire & Marine Insurance’s official brand guidelines describe its CI as the most fundamental standard for expressing “what makes Samsung Fire & Marine what it is.”[9] The company’s 2025 identity centers on the dual message of protecting customers’ present while inspiring their future, a concept reflected in its advertising rather than in a pictorial symbol.[7]
Typography and Design
The company’s design guidelines specify dedicated typefaces, Samsung Myeongjo and Samsung GungGothic, for consistent brand expression across media.[10] The 2022 CI was characterized by lowercase lettering and a friendly font intended to feel rounder and softer than the previous identity.[2][4]
The brand color system includes a primary “SFMI Spring Blue” (Pantone 298 C, hex #5BC2E7) alongside a range of secondary colors such as yellow, green, orange, pink and red, plus premium metallic tones.[10]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
