In mid-March this year, Renault Samsung Automobile Company announced that it would change its name to Renault Korea Automobile Company (hereinafter referred to as Renault Korea) and launch a new corporate LOGO. The name change reflects Renault Korea's consolidation of its role as an automaker rooted in the Korean market and the unification of the Renault Group and the Renault, Nissan, and Mitsubishi alliance names.
The new LOGO of renault Korea Automobile Company, which was renamed, inherited the original company LOGO "Eye of the Typhoon" in design, while removing the three-dimensional and metallic texture and changing it to a flat graphic symbol to give a more modern visual appearance.
The company says the new logo is outstanding, with vibrant lines that form the shape of a typhoon. The new LOGO includes Renault Korea's willingness to be reborn as a company that continues to provide new value to its customers.
As the brand renewal program advances, all Renault Korea is replacing the signboard of the existing Renault Samsung car showroom and service center with the new LOGO.
Recently, some of the renault exhibition halls and service centers that have been renovated have gradually opened for use.
Signboard of the old Renault Samsung car showroom and service center
What is puzzling is that the new signboard uses black and gray colors as the background color, and the LOGO displayed on the black background in the center is also black, which looks completely black from a distance, and it is impossible to tell where the LOGO is.
New Renault Korea Showroom and Service Center signboard
New Renault Korea Showroom and Service Center signboard
Some Korean netizens said that the signboard of the new app is all black, giving people the feeling of being more like a funeral service company, and there is no atmosphere of a car company at all.
In this regard, Renault South Korea explained that the use of the black LOGO is to consider the visual unity of the company and the French Renault Group.
In May 2021, the French Renault Group released a new corporate black wordmark "Renault Group". For details, you can read the report at the time: Renault Group launched a new LOGO, and the new wordmark comes with "vibration wave"
In France, black is considered a complex and modern color, while in Korea, black has a sad or melancholy connotation. Cultural differences have diluted the meaning they originally confer, which is indeed a problem that needs to be solved urgently.
However, even if the cultural differences in color are set aside, their application itself is very problematic. A Korean netizen who has been engaged in the automotive industry for a long time believes that the new signboard of the Renault Korean Service Center is too dark, so black that even the LOGO cannot be seen, which is strange and ugly. I hope that Renault Korea can change the signboard to other colors, I really don't want to spend more money, and it is a way to solve the problem by buttoning down the black LOGO and spraying white paint.
It is understood that the predecessor of Renault Korea Automobile Company was established in 2000, when Renault Group acquired Samsung Automobile Company, a subsidiary of Samsung Group, and renamed it "Renault Samsung Automobile Company".
Under the agreement, Renault pays Samsung Group 0.8% of its operating profits annually as a brand royalty.
After the contract expired at the end of 2020, the company decided to remove "Samsung" from its name, and then there is the current Renault Korea Automobile Company.
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