Brand Identity

Brand Identity

Brand Essence: Good Insurance; SFMI’s “Good Insurance” refers to an insurance that delivers the essential qualities
of insurance to the fullest by protecting customers from risks and concerns in the
world and giving them power to move toward a hopeful and bright future.

Core Values

Warm-hearted
Optimized
Accessible
Bright

Brand Personality

Truthful
Considerate
Positive
Active

Value Proposition

Functional BenefitNecessary,
Easy-to-understand,
Convenient, Beneficial
Self-expressive BenefitConfident,
Discerning,
Capable
Emotional BenefitHopeful,
Lively,
Reliable

Brand Slogan & Symbol

Brand Mark: As a logo expressing corporate identity (CI), this brand mark represents the identity of SFMI.

Brand Slogan: Always Caring, Always Covering This brand slogan embodies SFMI’s brand essence,
“Good Insurance,” which demonstrates our commitment to
accomplishing the basic mission of insurance to keep people and
the world from risks with a promise for a bright and hopeful future.

Brand Motif: This brand motif was taken from the characters of a Korean
word “봄,” meaning “Spring,” which is an ultimate value SFMI wishes to deliver to customers and society.

Brand Symbol: Brand symbol “Your Spring (Bom in Korean) ” projects the image of brand essence “Good Insurance.” Bom is a homonym with multiple meanings – Seeing, an attitude to see and look after our customers; Spring Time, a state of emotional satisfaction SFMI wishes to deliver to customers through business practice; and Better Days, an ultimate benefit SFMI wishes to provide to customers.