Hoban Construction Launches Premium Brand 'Hoban Summit Edition'... Rebrands for First Time in 7 Years

Hoban Summit BI and Slogan Revamped
Hoban Summit Edition to Debut at Wirye Commercial Block 9

Hoban Construction said on October 13 that it has revamped the brand identity (BI) of its residential brand, Hoban Summit (HOBAN SUMMIT), and will launch its premium brand, Hoban Summit Edition.

This is the first brand renewal in seven years, following the launch of Hoban Summit Place in 2010 and its rebranding as Hoban Summit in 2019.

The BI for Hoban Construction’s residential brand, Hoban Summit, unveiled as part of its brand renewal. Photo provided by Hoban Construction.

The new brand slogan, "Where Life Grows," conveys the idea of an organic living environment where value grows the longer people live there. It reflects the brand's aim to create homes where residents can grow in their own direction, in keeping with their individual lifestyles and changes in their lives.

The brand's three core values are spaces that thoughtfully understand people's lives, inspiration that opens up life's possibilities, and value that deepens alongside life.

The new brand philosophy and direction are also reflected in the BI. The English logo combines different curves and rhythms in its design, with black as the primary color. Green and other colors will also be used for backgrounds.

Alongside the renewal, Hoban Construction will introduce Hoban Summit Edition as a premium line. The line will be applied for the first time at Wirye Commercial Block 9, which is scheduled to go on sale in December. The company plans to gradually expand the new BI and brand system, focusing on new residential complexes.

Hoban Summit Edition, a new premium line introduced by Hoban Construction alongside the renewal of Hoban Summit. Hoban Construction

The names of community facilities within apartment complexes will also be updated. The facilities will be called Club H at Hoban Summit complexes and The Lounge at Hoban Summit Edition complexes.

A Hoban Construction representative said, "This brand renewal redefines Hoban Summit's vision that the value of a home grows alongside people's changing lives. Building on our strengthened brand competitiveness, we will expand our project wins in key locations across the Seoul metropolitan area, including Seoul, and broaden our presence in the premium housing market by offering distinctive residential value."

This content was produced with the assistance of AI translation services.