Speedmate Unveils New Brand Identity “Complete Car Care, Start to Finish”
- New, Modern, and Sleek Brand Logo Unveiled Emphasizing trust with new slogan: “Complete Car Care, Start to Finish”
- “We will continue to enhance service quality and expand offerings through strategic partnerships and collaborations”
Speedmate, Korea’s leading automotive maintenance brand, has introduced a new logo and slogan to elevate its identity as a customer-centric car care service provider. On May 1, SK Speedmate (CEO: Moo-In Ahn) announced the official launch of its redesigned Speedmate brand logo, crafted with a modern and refined aesthetic. The new brand identity aims to reflect Speedmate’s commitment to trusted service and technological excellence. The brand logo was first unveiled at the grand opening of the Gangdong I’Park branch on April 30. The new brand logo, updated for the first time in 15 years, features a bold red color with a harmonious blend of curves and straight lines to convey a sophisticated and modern image. Emphasizing the stylized “s” and “e” at the beginning and end of the wordmark visually reinforces Speedmate’s promise to deliver reliable service from start to finish—a concept encapsulated in its new slogan: “Complete Car Care, Start to Finish” Over the years, Speedmate has led the advancement of Korea’s car maintenance industry by offering standardized, reliable services across more than 580 locations nationwide. With convenient booking and payment features, a structured diagnostic system, and a strong foundation of proven expertise, Speedmate has earned the No.1 spot in the Korea Brand Power Index (K-BPI) for automotive care for 23 consecutive years. Following the launch of the new brand logo and slogan, Speedmate will continue improving service quality and customer satisfaction. This includes expanding membership eligibility for imported car services and extending operating hours every Tuesday until 10 p.m. through its “Starlight Maintenance” program—part of its ongoing strategy to strengthen its position as a trustworthy, go-to maintenance brand. An SK Speedmate spokesperson commented, “Our new brand logo and slogan reflect our commitment to building a trusted brand and continuously enhancing our services. We will also work to raise the value of our brand in areas such as emergency roadside service (ERS) and parts distribution, through company-wide initiatives.”
