MUSINSA has unveiled a new store logo and BI(Brand Identity) for the first time in seven years since 2018. The strategic aim is to clearly distinguish MUSINSA as a company from MUSINSA as an online/offline retail service, elevate overall brand perception, and underscore the company’s ability to scale across new business areas including global markets and offline retail.
On the 22nd, MUSINSA introduced the renewed BI for MUSINSA STORE. The previous all-caps ‘MUSINSA’ logotype has been reworked with a bolder, more solid visual weight. This update reflects MUSINSA’s evolution beyond a fashion platform into a business expanding globally and offline, and reinforces its positioning as a leading K-fashion company representing Korea.
The new BI will be applied not only to the online store, but also to MUSINSA’s offline multi-brand retail spaces and upcoming physical locations, including in-store and exterior signage and wayfinding systems. In particular, the bold visual treatment is expected to increase visibility in offline environments and strengthen customer recognition.
The significance of this BI renewal goes beyond a simple logo update. It is part of a broader effort to reorganize and formalize MUSINSA’s brand ecosystem in line with the company’s current scale and market position. At the center of this change is the clear separation between MUSINSA’s CI(Corporate Identity) as a company and the BI of MUSINSA STORE as a service.
To mark the BI renewal, MUSINSA is launching a 10-day branding campaign under the slogan ‘Bolder Than Ever: The New MUSINSA,’ running through the 31st. During the campaign period, customers who purchase through MUSINSA STORE will be eligible for promotions including random coupons and MUSINSA Money rewards.
A MUSINSA official said, “MUSINSA has grown from around USD 70 million in annual revenue in 2018 to exceeding USD 700 million just seven years later, while expanding from a vertical fashion platform into adjacent categories such as beauty, sports, and lifestyle. This BI renewal expresses our intention to keep scaling across both online and offline retail, and to accelerate our global expansion as a leading fashion company from Korea.”