Shinhan Securities Brand Guidelines: Hyosung of 1973, Good Morning and a 2022 Rename

A 1973 brokerage with many names.

Shinhan Securities is the brokerage arm of Shinhan Financial Group, and its corporate history runs through several older names. Korean Wikipedia gives the line as Hyosung Securities, founded in 1973; Ssangyong Investment & Securities from 1983; and Good Morning Securities from 1999. The 1973 date fits a dated report: Newspim wrote in December 2008 that the firm had held a ceremony that August for its 35th founding anniversary and the sixth anniversary of its merger.

The Shinhan name arrived through that merger. Korean Wikipedia records that Shinhan Financial Holdings bought Good Morning Securities in April 2002 and merged it with the group’s own brokerage, Shinhan Securities, in August 2002 to form Good Morning Shinhan Securities. Digital Times reported in September 2002 that the combined firm had launched at the start of the previous month, and that its head planned to grow through the Shinhan group’s bank and card network rather than by adding branches. Newspim later described Good Morning, at the time of the merger, as about seventh in the industry. In the same December 2008 report, the firm summed up its strategy for 2009 as “differentiation based on risk management,” with China as its main target for overseas investment banking: it had signed a strategic alliance with the Chinese brokerage Shenyin Wanguo and planned to bring Chinese companies to list in Korea rather than open its own operation in China.

In August 2009 the company took the Korean name Shinhan Geumyung Tuja, which The Asia Business Daily translates as Shinhan Financial Investment. Korean Wikipedia records its overseas expansion in 2016, with a Vietnamese subsidiary built from Nam An Securities in February and an Indonesian one from Makinta Securities in July, and its designation as a comprehensive financial investment business operator in March 2017.

A 2022 name and a family of apps.

The current name dates from 1 October 2022. The Asia Business Daily reported in August 2022 that the company would become Shinhan Tuja Jeunggwon, literally Shinhan Investment Securities, as a “second founding” to mark its 20th anniversary, counted from the 2002 merger, about 13 years after the 2009 rename. The new name joined the group’s flagship brand, Shinhan, with “Securities,” and kept “Investment” to stress expertise; it was the name customers preferred in two surveys, the paper said. The anniversary programme also included raising capital through the sale of the head-office building and a junior board of younger employees taking part in management discussions. The company’s website footer gives its English corporate name as Shinhan Securities Co., Ltd., though English-language reports in 2026 by Herald Business and Chosunbiz still used “Shinhan Investment” and “Shinhan Investment & Securities.”

For customers, the brand lives mostly in apps. Chosunbiz reported in March 2026 that the firm added a tax-management service to its Shinhan SOL Securities app, with views of taxable investment income and overseas-stock capital gains tax, and certificates issued in the app. On 12 July 2026 it added a range of low-cost online products called “Light” to the same app, with no upfront sales fee on public funds bought online and lower management costs on bonds and equity-linked securities, Herald Business reported in August.

The group is folding its brands into one platform. In June 2026 Shinhan Financial Group launched Shinhan Super SOL, a single app for banking, card, securities and insurance services, with AI agents that respond to natural-language requests or keywords across about 50 financial services and a main screen that users can arrange for themselves, The Korea Times reported. With it came Shinhan SOL LINK, an account that lets customers use money in a bank account directly for stock trades, without separate transfers.

Design and documentation.

Korean securities firms present themselves in two languages at once. Their names usually appear in Hangul and in English side by side, on websites, in apps and on annual reports, and many of the larger houses carry the name of a wider financial group — Mirae Asset, Samsung, NH, KB or Hanwha — in front of the word for securities. Their wordmarks tend to rely on a single strong colour, and orange, blue, yellow and green all appear across the sector.

Most of a broker’s daily contact with customers now happens on screens. The industry has its own shorthand for them: an MTS, or mobile trading system, is the phone app, and an HTS, or home trading system, is the desktop program that came before it. The apps are named products in their own right. Samsung Securities calls its app mPOP, and Mirae Asset Securities renamed its M-STOCK app MAPS in 2026, describing the change as a shift from order-taking towards portfolio advice.

Beyond the trading screens, the websites follow a familiar pattern. Pages for overseas shares sit next to pages for retirement pensions; The Korea Herald noted in 2026 that Korean retail investors have expanded their investments in overseas markets. Each large house also runs a research centre whose analyst reports feed the apps, the websites and the firm’s institutional clients, and some now present that research with AI tools.

The formal record lives in reports. Listed brokers publish annual reports and, increasingly, sustainability or integrated reports in Korean and English, alongside disclosures to the Financial Supervisory Service. For a design reader these documents, more than any advertising, show how each firm sets its type, colour and tables when it speaks to shareholders and regulators.

Regulators and the group brand.

Shinhan Securities has also faced regulators. FSS data reported by Chosunbiz in October 2025 showed it with two mis-selling sanctions between 2020 and August 2025. In August 2024 an employee in its ETF liquidity-provider business made futures trades outside that role and entered swap trades that did not exist to hide the losses, which took about two months to surface, Smartbiz reported in October 2026; the chief executive at the time stepped down, and the company says it has since tightened its internal controls. On 29 April 2026 the Financial Services Commission issued an institutional warning to the firm over the incident, and on 13 May 2026 the Financial Supervisory Service issued a separate institutional warning over breaches of approval procedures for over-the-counter derivatives between 2022 and 2025, Newsclaim reported. According to the same report, the firm published a guide to the management duties of its chief executive and executives five days after the May warning, and its internal-control committee approved revised internal-control rules in June 2026.

For a design guide, Shinhan Securities shows how a brokerage with a long line of earlier names can settle on its group’s master brand and then let the group’s apps carry it. Compare KB Securities, another securities firm inside a Korean financial group, and Daishin Securities, which has kept one name since 1975. For this guide we use a deep blue and a sky blue with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Shinhan Securities’s identity on hand — save it to a board in the Made Good inspiration library.