The corporate symbol—once known as the ABC Symbol or ABC Mark—has gradually evolved in meaning and form over time.
Originally developed in the shape of a thumbs-up to represent excellence, it transitioned through various phases and,
by the 2000s, adopted a design emphasizing the image of a ship sailing across the Pacific Ocean.
Its current form, known as the “Amore Heart,” was finalized in 2018. Because its deeper meaning isn’t immediately
apparent from its appearance alone, this project was launched to make the broad worldview of Amore Heart
easier to understand and more relatable to the audience.
Amore Heart
We commissioned six up-and-coming illustrators to create artwork based on the themes “a sailboat navigating the Pacific Ocean” and “a heart cruising across the Pacific.”
The only two requirements were: 1) A ship must be included — because the Amore Heart is shaped like a ship, and ships symbolize adventure and 2)
The sea must be featured — because a ship is meant to sail, and only when it floats on water does its purpose become clear.
Ga-Ae
Kim Da Ye
Ra Gok
Yeo Ra pick
Oyowwo
YISLOW
Hong Se In
We thank the artists for beautifully interpreting this challenging theme,
and we hope that Amore Heart will be embraced and utilized across a variety of contexts.
