Socar Changes Brand Identity, Expands Beyond Car Sharing

Seoul, South Korea - Socar Inc. (403550. KS) said Wednesday it has changed its brand identity, including a new slogan and logo modifications, as part of what the company described as an expansion beyond car-sharing services.

The company replaced its previous branding with the slogan "Lifetime Mobility socar" and updated its visual elements.

Socar said the modifications reflect its move into transportation services, including rail, aviation, bicycle services, and parking, in addition to its existing car-sharing operations.

Socar created a new symbol featuring intersecting paths that the company said represents the letter "s" and is intended to convey movement.

The company changed its logo from uppercase letters to lowercase and adjusted its blue brand color, citing digital readability as a factor.

The company said it updated its mobile application in July and plans to apply the new branding to physical locations starting this month.

Socar operates service points it refers to as "SOCAR zones."

"This brand identity renewal embodies our commitment to expand beyond our core car-sharing service to encompass all forms of human mobility," Chief Marketing Officer Jo Jun-hyung said in a company statement.

The executive added that the company aims to communicate its efforts to advance mobility industry technology through the rebranding initiative.

According to the company, the changes support its positioning as a platform offering multiple transportation services, including car sharing, KTX rail service, aviation, bicycles, and parking.

Socar said these services are designed to provide transportation options for what it termed users' lifetime mobility requirements.

The company stated that the rebranding reflects its intention to enable users to select transportation methods across its expanded business operations beyond car-sharing services.