Communication

L.POINT Brand Design

Extra Form

Country	KOREA
Year	2016
Award	GOLD WINNER
Affiliation	LOTTE Members
Designer	James Gang, Jihyeon Lim,Taehong Kim, Daesung Lee, Darae Kang
Description(English)	L.POINT is a consolidated loyalty program, which integrates a variety of brand partners including 45 affiliates and more than 15,000 merchant accounts - shopping, culture, dining, entertainment, financial services and so on -, and provides the same type of rewards. The loyalty rewards are tied to the payment and can be used like cash. Nearly 33 million people (64% of South Korea) have been participating in the L.POINT membership economy. About 1.34 million members are actively involved in this program through online and offline channels everyday. Furthermore, L.POINT established foreign companies in China, Indonesia and Vietnam. And it takes a leap forward to becoming a global service leader, based on Asian-Pacific infrastructures of South Korean largest retail giant LOTTE Group. The brand identity of L.POINT represents a core value that it would make our members happy by providing beneficial and valuable experiences. First, the initial “L” in the word L.POINT symbolizes life and love. It portrays an image that we are interested in, understand, and love people’s life. In addition, our cube emblem stands for a gift box of happiness and joy containing diverse benefits. That offers benefits tailored to each individual customer to ensure that people would enjoy an enriched life anytime and anywhere; further it shows a willingness to become a point-reward program for presenting greater happiness and smiling. Our blue color is to inspire values at abundant life; the yellow is to evoke a happy and joyful smile. Both of them are used as the symbol hues of our brand in the first place.
Description(Native)	L.POINT는 롯데멤버스가 운영하는 통합 멤버십서비스 브랜드입니다. L.POINT 회원은 쇼핑, 문화, 외식, 엔터테인먼트, 금융을 아우르는 45개 제휴사와 15,000여개 가맹점에서 포인트를 하나로 통합하여 현금처럼 사용하는 멤버십 서비스를 누립니다. 현재 대한민국 인구의 64%인 3,300만 명이 L.POINT의 서비스 회원이며, 하루 134만 명의 고객이 온. 오프라인 채널을 통해 매일 L.POINT를 만나고 있습니다. 더 나아가 L.POINT는 롯데그룹의 글로벌 인프라를 바탕으로 중국, 인도네시아, 베트남에 진출하여 글로벌 멤버십 서비스로 도약하고 있습니다. L.POINT의 BI는 ‘고객에게 이로운 가치와 경험을 제공하여 고객의 삶을 행복하게 한다’는 핵심가치를 표현합니다. 먼저, L.POINT의 ‘L’은 고객의 삶을 향한 관심과 이해 그리고 사랑을 상징합니다. 또한, 큐브 심볼은 L.POINT의 다양한 혜택을 담은 행복과 기쁨의 선물상자를 의미합니다. 고객 개개인에게 꼭 맞는 혜택을 제공하여 언제 어디서나 풍요로운 삶을 누릴 수 있도록, 더 큰 행복과 웃음을 선물하는 포인트 서비스가 되겠다는 의지를 담고 있습니다. 풍요로운 삶의 가치를 연상하게 하는 블루, 행복하고 즐거운 미소를 연상하게 하는 옐로우를 브랜드의 대표 컬러로 사용하였습니다.
Website	http://lpoint.com

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