Brand Identity

Brand Essence

Good Insurance

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 Benefit Hopeful, Lively, Reliable
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.