Studio: CFC

Campaign Identity Renewal For Keep Korea Green

A forest logo turned heart-shaped again—after 42 years.

CFC renewed Yuhan-Kimberly’s long-running Keep Korea Green environmental campaign identity for its 42nd anniversary. The system combines a heart-shaped ecosystem emblem with seasonal Korean illustrations and a warm, durable typographic approach to promote forest restoration and climate action.

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The renewal’s main goal was to move Keep Korea Green from “reforestation-as-planting” to ecosystem restoration through forests, while unifying a wide range of campaign activities under one logo.
CFC deliberately revived the heart-shaped idea from the original 1984 logo; inside the new emblem, the top becomes a forest, the bottom a blue river wave, and a bird sits between them to express “a healthy ecosystem where diverse forms of life are connected and thrive together.”
The system is intentionally organic and hand-made rather than geometric, paired with seasonal Korean illustrations and an expanded color palette to make the campaign feel warmer and more emotionally durable.
This is the fifth-generation campaign logo, following the version used from 2014 to 2025, and it was created for Yuhan-Kimberly’s 42nd anniversary of the long-running programme launched in 1984.
The selection process was unusually broad: Yuhan-Kimberly ran a public preference survey on its official website with 6,444 stakeholders, including customers, employees, partners, community members, NGOs, government officials, and ESG experts; the company also later applied the identity to its sustainability report People Are Hope.