Making a memorable impression

A brand refresh helped KB Financial Group and its affiliates maximize their impact





KB Financial Group

Despite its scale and presence as Korea’s leading financial company, KB Financial Group (KBFG) maintained a relatively conservative brand image and low competitive standing in the industry. Interbrand was approached with designing a brand blueprint that would strengthen KBFG’s brand and shore up its identity using a more dynamic, consumer-oriented visual approach.

After a thorough brand analysis, Interbrand formulated a strategy to elevate the strengths of KBFG’s affiliates’ while preserving the equity of the company’s status as a people’s leader. Specifically, Interbrand created the slogan, “Kookmin First,” for KBFG subsidiary Kookmin Bank—leveraging the Korean word “Kookmin” (meaning “public” or “citizen”) to convey the bank’s customer-focused devotion.

In evaluating KBFG’s visual identity, Interbrand noted that the brand’s color palette of gray and yellow diminished legibility and complicated readability. Additionally, placing KBFG’GIn ad-shaped logo within the company’s nameaan unusual approach when compared to standard logo treatments—created confusion and diluted brand recognition. Interbrand responded by placing the logo in front of the company name and outlining it in KB Yellow to boost clarity and visibility.

The result of this strategic and creative refresh was a clearly differentiated KBFG brand that captured the attention of consumers and competitors alike.