HYOSUNG CHEMICAL

In 2023, Hyosung Chemical announced its ambitious goal to become a leader in the chemical industry of the ESG era by Re-Visioning its brand identity and core values. With the coming of the era of environmental protection and sustainability, the chemical industry is undergoing an intense paradigm shift. The company plans to address environmental regulatory issues through innovative chemical materials and take the lead in solving environmental problems. By doing so, Hyosung Chemical aims to strengthen the future growth prospects of the company.

In particular, this brand Re-Visioning is gaining attention for serving as a blueprint for change. Hyosung Chemical aims to transform its traditional image as a "smokestack company" as well as the image of the chemical industry with perceived stagnation into a sustainable and innovative corporate identity. Through insightful market analysis, Hyosung Chemical has defined a new vision and mission for its brand and adopted "The Next Chemistry" as its brand slogan. This tagline succinctly captures the image of a next-generation chemical company and effectively communicates the essence of the company.

Brand Re-Visioning : To Become a 'Next-Generation Chemical Company’

The essence of Hyosung Chemical's brand re-visioning is "social responsibility and sustainability for future generations.” The company has unveiled its brand vision as "A Leading Fine Chemical Company that Redefines Human Potential," determined to provide new chemical materials in a safer and more sustainable way. This vision and mission are guided by the core identities of 'Agile, Safer, Advanced, Passionate.’

▲ Hyosung Chemical's New Brand Identity System

Hyosung Chemical's seven business units (PUs, Product Units) have also been reorganized to align their sub-identities and key messages with The Next Chemistry. The aim is to reflect the brand's mission of providing new chemical materials in a safer and more sustainable way in the specific operations and products of each PU.

The newly defined identities of Hyosung Chemical's seven PUs are as follows

First, the POK business, which produces Polyketone, a high-performance engineering plastic that is harmless to the human body, appeals to its identity through the product's inherent characteristics of safety and resilience.

Second, Neochem PU, which develops nitrogen trifluoride for industrial use, is branded as a precision chemical tool.

Thirdly, the PP/DH PU, which produces polypropylene products with superior functionality, has defined itself as a facilitator of the circular economy.

Fourth, the Optical Film PU, a specialist in TAC (Tri-Acetyl Cellulose) protective materials for PVA polarizing films, is positioning itself as a new visual facilitator.

Fifthly, the Film PU, leader in the domestic market of nylon films, has adopted as its identity new possibilities in the packaging sector.

Sixthly, TPA PU, which produces and supplies 420,000 tons per year of high-purity TPA, a raw material for various industrial and living materials, has defined its identity with the goal of achieving the highest purity.

Finally, Membrane, an advanced water treatment technology that only allows clean water to pass through while filtering out impurities, has positioned "The Next Membrane for Water Treatment" as its brand identity. 

▲ Introduction to the main products produced by each Hyosung Chemical PU

▲ Brand identity and key messages of Hyosung Chemical’s PUs

At the same time, the visual identity (VI) of the all PUs of Hyosung Chemical has been unified in line with HYOSUNG’s identity. The names of the PUs were combined with a contemporary color and a font with soft curves to maintain the integrity of HYOSUNG and Chemical and embody a forward-looking, innovative corporate image.

▲ Hyosung Chemical's CIs of seven PUs

Hyosung Chemical's ESG activities have also been integrated into its new brand identity. "A Leading Chemical Company that Develops Future Opportunities and Resolves Threats for All Generations” has been decided as the shared ESG brand vision. On top of this, a specific mission has been declared, which is "unlocking the potential of the coming generation’s new chemistry by actively resolving future threats.” This reaffirms Hyosung Chemical's commitment to future generations.

To achieve this, Hyosung Chemical has announced that the company will actively participate in the "Net-Zero Movement" by minimizing carbon emissions throughout the value chain from plastic raw materials to finished products. The company also aims to engage in public-friendly activities like recycling and carbon reduction. Emphasizing its ESG identity, the company will additionally focus on ESG communication. Starting with Hyosung Chemical’s ESG Declaration Ceremony, the company plans to support environmentally friendly artists such as musicians, painters, designers, architects, as well as environmental prosumers.

Phased implementation of brand identity roadmap

Hyosung Chemical has developed a step-by-step plan to realize its brand identity. Currently, the company is creating and distributing various types of content infused with the brand identity to the public. As the next step, Hyosung Chemical is planning to hold an offline event to introduce a roadmap of new products and show how these products change daily life. A second phase of the strategy of showcasing research results to gain the trust of global customers is also underway.

Hyosung Chemical's brand Re-Visioning efforts include not only restoring its essential corporate identity, but also responding to the demands of the times with ESG activities and planning various events to B2C customers. This Re-Visioning will mark a significant change of Hyosung Chemical from a traditional smokestack company to an innovative company and its expansion into the broader field of future materials. Most importantly, by embracing an ESG vision that strives for sustainable co-growth in its brand identity amidst the growing threat of climate change and declaring corporate social responsibility as well as making efforts to provide a vision for the future of the chemical industry, Hyosung Chemical’s brand Re-Visioning will be remembered as a meaningful step forward.