Emart is the discount store brand of South Korea’s Shinsegae Group, founded in 1993. Its current corporate identity, introduced in May 2011, is a lowercase typographic wordmark built around a concept the company calls the “Emart Curves.”
Design and History
Emart used its original logo from its founding in 1993 until 2011, when the company replaced it for the first time in 18 years. The change came as the Emart business division was being split from Shinsegae Department Store into a separate corporation, and industry observers at the time interpreted the new identity as a way to mark the fresh start of the independent company.[1]
The previous logo emphasized the capital letter E, which the company explained stood for “Everyday Low Price,” rendered in black lettering on a yellow background.[1] An Emart official noted at the time that the logo had undergone gradual refinements over the years, with changes to corners and other design details, and described the 2011 update as part of that ongoing revision process.[1]
The current identity, adopted in May 2011, switched all letters from uppercase to lowercase. According to Emart’s official corporate identity statement, this transition exemplifies the company’s philosophy of “Servant Leadership,” placing customers as the priority.[2] The mark features a “constant succession of the distinctive lines called the ‘Emart Curves,'” which the company says conveys graceful and friendly feelings as well as a dynamic and innovative sensation.[2]
Meaning and Symbolism
Emart’s official CI statement describes the identity through four attributes. The softer, gentler design of the lettering is meant to represent a welcoming attitude toward customers. The boldface lettering symbolizes the company’s stature as a leading retail brand. Compared to the previous “masculine and rigid design,” the succession of curved lines is described as expressing sensitivity and sensibility. Finally, the company says the distinctive shapes, balanced configurations and embedded cues are intended to be contemporary, sophisticated and pleasantly approachable.[2]
Typography and Design
The Emart wordmark is set entirely in lowercase letters in boldface. The official CI description emphasizes the curved, soft line treatment of the letterforms as the defining feature of the identity, distinguishing it from the earlier, more angular all-caps design.[2] No specific typeface name or designer attribution has been officially documented in the available sources.
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