Design and brand strategy consultancy Lippincott Mercer has created the new visual identity for SK, Korea's third largest conglomerate. The identity was created as part of an initiative to symbolize the repositioning of SK as a leading global enterprise for the 21st century.

Lippincott Mercer conducted quantitative and qualitative research to identify the SK attributes to inform the design criteria. The new logo is a combination of symbolic forms that suggest the uplifting and transformational qualities of a kite or butterfly and the innovation of a satellite. The form creates the illusion of the wings soaring upward to reflect SK's progressive nature and strong commitment to innovation, high quality standards and growing global reach. Red was selected as a logo color to convey the passionate, energetic, proactive and dynamic qualities of SK's personality and orange emphasizes SK's commitment to happiness and customer friendly orientation. The current SK logotype was softened and lightened to remove its heavy image.