The most striking element of the new corporate design for the Korean mobile phone provider SK Telecom LTE is the logo. The three letters of the company name are vertically aligned, while the logotype was specifically developed for the identity. The well-balanced, reduced typeface conveys a technical appeal. In combination with a trendy choice of colour and imagery, it successfully addresses its young target group. The corporate appearance aims at a new image, which places a stronger emphasis on customer-oriented service and products.