Two of Korea’s leading liquor companies Hite and Jinro merged to create the company Hite-Jinro, and needed a CI for the combined company. We extracted the initials of Hite and Jinro and graphically combined the letters to symbolize a liquor glass with dynamic fluid action. The symbol illustrates a world filled to the brim with joy and energy brought by Hite-Jinro. The letter H and J were typographically played to create a sense of fullness and dynamic energy. The gradation effect was added to express the shiny and smooth surface of a glass. The symbol mark represents the company’s philosophy to give people courage and stir up passion in midst of their ups and downs of everyday life situations.