Hankook premiers new look

March 3, 2004

Hankook Tire Co. Ltd. introduced it’s new corporate logo and identity during a presentation at its headquarters in Seoul, Korea, yesterday.

Hankook CEO and President Cho Choog-Hwan presided over the hour-long ceremony attended by more than 200 employees and invited guests.

The "new look" for Hankook worldwide is the latest in a series of strategic moves in the company's efforts to build up its global image.

The new logo features a tire tread that has been geometrically altered to suggest wings, flying, aerodynamics and speed. "It symbolizes dynamic movement and activity," according to the company. The italic type spelling out "Hankook" -- an "optimal blend of capital and small letters" -- is "people friendly"; it also projects an image of "appropriate and reliable" products.

A Hankook task force worked with several research firms around the world and internationally known graphic designer Neville Brody from the United Kingdom to come up with the new design.

According to Bill Bainbridge, Hankook Tire America Corp.'s marketing director, the new CI (corporate identity) will be applied to all visual materials and media according to a rolling application schedule.

"Our long-term goal in the United States is to build brand awareness and brand equity with consumers to a level that rivals any... of our competitors."

For more information on how the new CI program will assist Hankook in the U.S. and around the world, check out Hankook's Web site at www.hanta.co.kr/eng/aboutus/ci.asp.