SEOUL, South Korea (March 3)—Hankook Tire Co. Inc. has redesigned its corporate logo in line with a new corporate identity program designed to make the company "more future-oriented, innovative and willing to take on any new challenge."
Dubbed "Proactive Tireship," the new philosophy is the firm's "determination to grow with the customers, creatively taking on any challenge to emerge as one of the world's foremost tire makers in the 21st century," Hankook said. The new corporate image represents a change in corporate vision and goals and is the firm's attempt to distinguish the Hankook brand from the competition.
The new logo features a stylized tire tread geometrically altered to suggest wings, flying, aerodynamics and speed—characteristics that symbolize dynamic movement and activity, the firm said. The tread element is orange—seen as youthful and representing technology and speed—next to the word Hankook in white italic type on a black background. The word Hankook is a blend of capital and small letters chosen to enhance legibility and project an image of products that are appropriate and reliable.