About Amorepacific
BRAND STORY
Since founding Pacific Chemical Industries in 1945, the company has consistently pursued the dream of “contributing to humanity by creating beauty and health through technology and dedication.”
The founder and former chairman, Suh Sung-hwan, carried on a family business rooted in craftsmanship and
built a legacy centered on beauty and health. At a time when low-quality products were prevalent, he
focused on producing high-quality goods and established Korea’s first cosmetics research laboratory. With
a bold vision for the world and a strong spirit of challenge, he led the development of Korea’s cosmetics
industry.
He also deeply lamented the decline of Korea’s tea culture and, recognizing this, established tea
plantations on Jeju Island—then considered barren land—thereby making a significant contribution to the
revival of Korean tea culture.
The current chairman, Suh Kyung-bae, assumed the role of CEO of Pacific Corporation in 1997 and has since
worked to strengthen the company’s capabilities in pursuit of beauty and health. Through outstanding
management expertise and leadership, he has grown Amorepacific into a leading beauty company in Korea and
further into a global beauty brand.
With a strong belief that Asian Beauty will lead the global paradigm of beauty, the company continues to
present new interpretations of beauty to customers worldwide through a customer-centric approach,
continuous research and development, and active investment.
Under the leadership of the chairman, all employees of Amorepacific will continue striving to realize the
grand vision of changing the world through beauty and to become a company trusted by customers around the
globe.
BRAND IDENTITY
Brand Visuals
Design assets that visually express Amorepacific’s core values and heritage.
WORD MARK
It is a wordmark created by the union of “Amore,” which conveys a soft and refined image, and “Pacific,”
which represents a strong and intellectual image.
It expresses the concept of “Harmony of Contrast,” where opposing elements come together to create
beauty—outer and inner beauty, tradition and the future, emotion and reason, nature and science.
The two shades of blue used in the Amorepacific identity blend harmoniously: “Amore Blue,” which evokes
a soft and gentle feeling like the shadow of the moon, and “Pacific Blue,” which conveys a rational and
powerful impression reminiscent of the deep sea and desert nights.
AMORE HEART
The Amore Heart, which represents the meaning of “Asian Beauty Creator,” embodies history and
tradition.
Its heart-shaped form, resembling a raised thumb, also symbolizes being “number one in beauty and love.”
EMBLEM
By bringing together the history of camellia, the pioneering spirit of green tea, a mother’s love, creativity for the future, and an emphasis on harmony between inner and outer beauty into the image of the vast Pacific Ocean, this expresses the world of Amorepacific—growing ever richer through diverse achievements.
CAMELLIA GRAPHIC
The camellia graphic, a symbol of Amorepacific’s history, depicts delicate, flowing heart-shaped curves
that originate from the center of the flower and resemble waves, forming the camellia’s petals.
Through the beautiful ripples of rice, it expresses Amorepacific’s passion for changing the world.
History of the Logo
1945-1958
Pacific Chemical Industry Co.
The company was founded under the name “Pacific,” the largest ocean in the world—symbolizing the ocean
that must be crossed to reach and expand into the global market.
1959-1986
Pacific Chemical Industry Co., Ltd.
After establishing a corporation and organizing the company under a joint-stock system, the company
changed its name to Pacific Chemical Industry Co., Ltd.
1987-1992
Pacific Chemical
The company name was changed to Pacific Chemical Co., Ltd.
2002-2005
Amorepacific
The birth of a new global Corporate Identity (CI) combining Amore and Pacific, along with a change to
the English corporate name.
