Yuhan Corporation (유한양행), a South Korean pharmaceutical company founded in 1926 by Dr. Ilhan New, uses a corporate identity built around a willow tree symbol. The company’s official CI system combines a corporate symbol and logotype arranged side by side, with the Korean name “유한양행” and the English wordmark “YUHAN” specified as the standard signature.[1]
Design and History
The willow tree mark originates from a wooden carving given to founder Dr. Ilhan New by independence activist Dr. Seo Jae-pil. After completing his studies in the United States in 1925, New visited Seo to share his plan to build a pharmaceutical company for the Korean people under Japanese rule. Seo encouraged him with the words “Do not forget that you are Korean” and presented a wooden carving of a lush willow tree, hand-carved by Seo’s daughter.[1]
The willow motif was inspired by the “Yu” (柳, meaning willow) in Dr. New’s name. The carving carried the wish that he would grow like a great willow tree for his country and people, persevering and flourishing through harsh storms. When New founded Yuhan in 1926, he adopted the willow carving as the company’s first mark. The symbol has continued to the present day with partial modifications, carrying the meaning of a company that has grown fresh and green without breaking through countless adversities while leading public health improvement.[1]
Yuhan’s inaugural newspaper advertisement featured the “Willow Mark” prominently and centered on the page, a visual branding strategy that helped establish the mark as a guarantee of honesty and trust in a pharmaceutical market then dominated by opaque practices.[2]
In March 2026, at a memorial ceremony for the founder held at Yuhan University, the company unveiled a 100th anniversary slogan and emblem. The anniversary emblem visualizes Yuhan’s identity and aspirations through three core colors.[3]
Meaning and Symbolism
The official CI symbol must be rendered in “Yuhan Green” across all media, with black applied for black-and-white media. Gold and silver are permitted for special effects requiring them. Only positive versions of these specified colors are allowed.[1]
The 100th anniversary emblem uses three named colors with documented meanings. “Yuhan Green” symbolizes the spirit that has sustained Yuhan for 100 years. “Progress Blue” represents the company’s DNA of relentless innovation. “Future Orange” symbolizes the future of enhancing human health through new drug development, and incorporates the brand color of Yuhan’s innovative new drug Leclaza.[4][5]
The anniversary slogan unveiled alongside the emblem, “A Century of Trust, A Century of Promise” (신뢰의 100년, 약속의 100년), expresses the company’s commitment to devote the next 100 years to human health based on the trust built since its founding.[3]
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.
