By Ryu Jin
Staff Reporter
S-Oil Corporation, the country’s third-largest oil refiner, unveiled its new CI (Corporate Identity) that will see its official release, Thursday, across all workplaces and business activities at home and abroad.
With a set of five yellow rays, the new CI represents the company’s dynamic image and the commitment of executive officers and employees toward customer-oriented services, according to the company. The green Logotype will also represent the firm’s endeavors for environmental protection.
``Specifically, the five rays stretching out from the capital letter `S’ are a symbol of S-Oil’s 5-S spirit,’’ a company spokesman said. ``Visually, it resembles the morning sun, which is to symbolize S-Oil’s dynamic and refreshing image as well as its warm heart toward shareholders.’’
S-Oil’s 5-S Spirit stands for ``Superiority’’ (top quality and service), ``Sincerity’’ (transparent management), ``Satisfaction’’ (customer satisfaction management), ``Sharing’’ (sharing benefits with society) and ``Smart People’’ (developing the best and the brightest), according to the company.
``S-OIL, which is reputed as the most successful business model of cooperation between an oil consuming country and a producing country, is driving to ensure long-term and sustainable growth in Korea,’’ S-Oil CEO Samir A. Tubayyeb said.
``The new CI with its future-oriented and sophisticated design successfully presents all S-Oil family’s commitment to opening a new future for the company,’’ he added.
S-Oil said it expects the launch of the new CI to serve as a chance to drive renewed awareness among all employees’ minds of service excellence toward customers and partners.