For the first time since opening 31 years ago, Korean retail giant Hyundai Department Store is renewing its brand identity and simplifying its name to "The Hyundai". Starting with its Apgujeong flagship store this month, the group is changing the exterior of its establishments featuring its new logo and corporate colours. Hyundai has 15 department stores, seven U-Plex stores and three outlets nationwide, all displaying a three-coloured-bar (mint green, black and yellow). As The Hyundai, the design changes to dark green and lilac hues with the aim of promoting a luxury image. As well as appearing on the façade of its department stores, the new logo will also be rolled out inside the store, and on shopping bags, membership cards and other collateral. The decision for the change is to augment its image as versatile supplier of lifestyle and shopping space and products, says marketing chief Chung Ji-young.