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KUMHO TIRE Corporate Identity Manual(eng)

2.

· This CI manual was created to express and manage the visual identity
of the Kumho Tire brand consistently.
Introduction
Visual Identity Element
Basic System
Application System
Contents

· This CI manual is a guideline which covers all of Kumho Tire's Visual
Identity System as a corporate brand.
· Kumho Tire's employees must familiarize themselves with the
contents of this manual and are obliged to follow them.
· By doing so, we will build a consistent and distinctive brand image and
enhance the value of the Kumho Tire brand globally.
· This CI manual complies with the basic regulations of the CI manual of
Kumho Asiana Group.
Introduction

4.

Introduction
This CI manual will establish a unique brand image for Kumho Tire.
KUMHO TIRE Corporate Identity Manual

5.

· This chapter introduces the elements of the visual identity of the
Kumho Tire brand.
· It seeks to reflect the characteristics of the tire industry and provide a
distinguished image as a tire manufacturer while maintaining the
parent company's (Kumho Asiana Group) identity.
Visual Identity Element

6.

Primary Brand Element
Secondary Brand Element
Official Typeface
Aa Aa Aa Aa
Aa Aa Aa Aa
Profile Light / Italic
Graphic System
Profile Regular / Italic
Profile Medium / Italic
Profile Bold / Italic
Aa Aa
Aa Aa
Arial Regular / Italic
Slogan
Arial Bold / Italic
Sign
Visual Identity Element
Color
Graphic Motif
KT Red
KT Light Gray
KT Gray
KT Dark Gray
Advertisement
Primary Brand Element
Kumho Tire's Signature is the very basic
element of the Visual Identity System, which
is a combination of the Wordmark and the
Symbol.
Secondary Brand Element
The elements support the Signature and act
to visually differentiate the brand in various
environments.
The elements are composed of the official
typeface / slogan / color / graphic motif.
Graphic System
This section provides guidelines on the proper
use of the visual expression on manufactured
products, print material, and Signage. The
Graphic System is applied to implement a
unique Visual Communication of Kumho Tire.
KUMHO TIRE Corporate Identity Manual

7.

Basic System
BS 1.0
Signature
BS 2.0
Graphic Motif
BS 3.0
Typography

8.

· Kumho Tire's Signature is the most important element of Visual
Identity. The Signature will be used in all communication methods
which will establish the brand's identity.
BS Signature
BS 1.1
Signature
BS 1.2
Signature Configuration
BS 1.3
Signature Clear Space
BS 1.4
Brand Slogan Signature
BS 1.5
Brand Slogan Signature Configuration
BS 1.6
Brand Slogan Signature Clear Space
BS 1.7
Color
BS 1.8
Signature Placement & Sizing
BS 1.9
Signature Incorrect Use

9.

Kumho Tire Signature
Wordmark
Signature
Symbol
The Signature is composed of a Wordmark and a Symbol, which is the fundamental element of representing the Kumho Tire brand.
KUMHO TIRE Corporate Identity Manual
BS 1.1-1

10.

Signature
Kumho Tyre Signature
Kumho Tire Signature (Vietnamese)
Kumho Tire Signature (Chinese)
Kumho Tire Signature (Korean)
The Signature is composed of a Wordmark and a Symbol, which is the fundamental element of representing the Kumho Tire brand.
KUMHO TIRE Corporate Identity Manual
BS 1.1-2

11.

Kumho Tire Signature /
Configuration
0.33E
1.2K
1.6K
K
E
7.75K
*K = Height of K
Signature Configuration
*E = Width of E
The Signature is arranged horizontally, the Symbol is positioned on the upper right corner of the Wordmark. As suggested in this section, the
Signature has a Set Position and proportion, in other words, a Lockup. Do not change or distort the size/position of the two elements. When using
the Signature, enlarge or reduce the Digital Artwork on the CD-R in direct proportion to avoid alterations.
KUMHO TIRE Corporate Identity Manual
BS 1.2-1

12.

Kumho Tyre Signature /
Configuration
Kumho Tire Signature /
Configuration (Vietnamese)
0.33E
1.2K
0.33E
1.6K
K
1.2K
1.6K
K
0.4K
0.7K
E
E
Kumho Tire Signature /
Configuration (Korean)
Kumho Tire Signature /
Configuration (Chinese)
0.33E
1.2K
0.25X
1.6K
K
0.92K
1.21K
Y
0.4K
1.1K
X
E
*K = Height of K
Signature Configuration
*E = Width of E
*Y = Height of 금
*X = Width of 어
The Signature is arranged horizontally, the Symbol is positioned on the upper right corner of the Wordmark. As suggested in this section, the
Signature has a Set Position and proportion, in other words, a Lockup. Do not change or distort the size/position of the two elements. When using
the Signature, enlarge or reduce the Digital Artwork on the CD-R in direct proportion to avoid alterations.
KUMHO TIRE Corporate Identity Manual
BS 1.2-2

13.

Kumho Tire Signature /
Grid System
8
6
4
2
2
Signature Configuration_
Grid System
4
6
8
10
12
14
16
18
20
22
24
26
28
Use the Illustrator (ai) as the basic data and in special instances (i.e. when large signboards, manual work is needed) refer to the Grid System of the
Signature to avoid errors to the basic form.
KUMHO TIRE Corporate Identity Manual
BS 1.2-3

14.

Kumho Tyre Signature /
Grid System
Kumho Tire Signature /
Grid System (Vietnamese)
10
8
6
8
4
6
2
4
2
4
6
8
10
12
14
16
18
20
22
24
26
28
2
2
12
10
10
8
8
6
6
4
4
2
2
2
4
Signature Configuration_
Grid System
6
8
10
12
14
16
18
20
22
24
26
28
10
12
14
16
18
20
22
24
26
28
Kumho Tire Signature /
Grid System (Korean)
Kumho Tire Signature /
Grid System (Chinese)
2
4
8
10
12
14
16
18
20
22
24
4
8
26
Use the Illustrator (ai) as the basic data and in special instances (i.e. when large signboards, manual work is needed) refer to the Grid System of the
Signature to avoid errors to the basic form.
KUMHO TIRE Corporate Identity Manual
BS 1.2-4

15.

Kumho Tire Signature /
Contiguration_Vertical
Kumho Tyre Signature /
Contiguration_Vertical
1.6K
1.6K
0.33E
0.33E
E
E
7.75K
Signature Configuration_
Vertical
*E = Height of
K
1.2K
K
E
*K = Width of
K
1.2K
The Vertical Signature is arranged vertically and the Symbol is positioned on the upper left corner of the Wordmark. As suggested in this section,
the Signature has a Set Position and proportion, in other words, a Lockup. Do not change or distort the size/position of the two elements. When
using the Vertical Signature, enlarge or reduce the Digital Artwork on the CD-R in direct proportion to avoid alterations.
KUMHO TIRE Corporate Identity Manual
BS 1.2-5

16.

Kumho Tire Signature /
Clear Space
0.4K
K
0.7K
0.7K
*K = Height of K
Signature Clear Space
0.5K
= Minimum Clear Space Area
The clear space needs to be guaranteed to preserve the Signature, be cautious of other elements invading this space.
KUMHO TIRE Corporate Identity Manual
BS 1.3-1

17.

Kumho Tyre Signature /
Clear Space
Kumho Tire Signature /
Clear Space (Vietnamese)
0.4K
0.4K
K
K
0.7K
0.7K
0.5K
0.5K
0.7K
Kumho Tire Signature /
Clear Space (Chinese)
0.5K
Kumho Tire Signature /
Clear Space (Korean)
0.4K
0.3Y
K
Y
0.5Y
0.5Y
0.4Y
0.5K
0.7K
*K = Height of K
Signature Clear Space
0.5K
*Y = Height of 금
= Minimum Clear Space Area
The clear space needs to be guaranteed to preserve the Signature, be cautious of other elements invading this space.
KUMHO TIRE Corporate Identity Manual
BS 1.3-2

18.

Kumho Tire Brand Slogan Signature
Brand Slogan Signature
Kumho Tyre Brand Slogan Signature
The Brand Slogan is written in Script. The contrast to the Wordmark will give the Brand Slogan combined Signature a unique Visual Identity.
KUMHO TIRE Corporate Identity Manual
BS 1.4

19.

Kumho Tire Brand Slogan Signature /
Configuration
Kumho Tyre Brand Slogan Signature /
Configuration
K
K
0.35K
0.35K
0.65K
0.65K
*K = Height of K
Brand Slogan Signature
Configuration
The Brand Slogan is arranged vertically and positioned under the lower right corner of the Wordmark. As suggested in this section, the Brand
Slogan combined Signature has a Set Position and proportion, in other words, a Lockup. Do not change or distort the size/position of the two
elements. When using the Brand Slogan combined Signature, enlarge or reduce the Digital Artwork on the CD-R in direct proportion to avoid
alterations.
KUMHO TIRE Corporate Identity Manual
BS 1.5-1

20.

Kumho Tire Brand Slogan Signature /
Grid System
Kumho Tyre Brand Slogan Signature /
Grid System
10
10
8
8
6
6
4
4
2
2
2
4
6
8
Brand Slogan Signature
Configuration_Grid System
10
12
14
16
18
20
22
24
26
2
4
6
8
10
12
14
16
18
20
22
24
26
28
Use the Illustrator (ai) as the basic data and in special instances (i.e. when large signboards, manual work is needed) refer to the Grid System of the
Brand Slogan combined Signature to avoid errors to the basic form.
KUMHO TIRE Corporate Identity Manual
BS 1.5-2

21.

Kumho Tire Brand Slogan Signature /
Clear Space
Kumho Tyre Brand Slogan Signature /
Clear Space
0.4K
0.4K
K
K
0.4K
0.4K
0.7K
0.5K
*K = Height of K
Brand Slogan Signature
Clear Space
0.7K
0.5K
= Minimum Clear Space Area
The clear space needs to be guaranteed to preserve the Brand Slogan combined Signature, be cautious of other elements invading this space.
KUMHO TIRE Corporate Identity Manual
BS 1.6

22.

Primary Color
KT Red
KT Light Gray
KT Gray
KT Dark Gray
Color_Specification
KT Red (or PANTONE® 485 C or 485 U)
CMYK :
0.100.100.0
RGB :
239.0.16
HEX :
EF.00.10
KT Light Gray (or PANTONE® Cool Gray 3 C or 3 U)
CMYK :
0.0.0.20
RGB :
215.215.215
HEX :
D6.D6.D6
KT Gray (or PANTONE® Cool Gray 10 C or 10 U)
CMYK :
0.0.0.70
RGB :
110.110.110
HEX :
6E.6E.6E
KT Silver
KT White
KT Black
KT Silver (or PANTONE® 877 C or 877 U)
CMYK :
30.22.22.0
RGB :
180.184.186
HEX :
B4B7B9
White
CMYK :
RGB :
HEX :
0.0.0.0
255.255.255
FF.FF.FF
KT Black (or PANTONE® Process Black C)
CMYK :
0.0.0.100
RGB :
0.0.0
HEX :
00.00.0
KT Dark Gray (or PANTONE® Cool Gray 11 C or 11 U)
CMYK :
0.0.0.85
RGB :
76.73.72
HEX :
4C4948
The Primary Color is an important element in distinguishing the Kumho Tire brand, therefore needs consistent management. The main colors
must make use of the PANTONE® system, and each media must be applied with designated colors. Careful attention must be placed to ensure
proper color usage because brightness and chroma of each color will vary from medium to medium. Always compare the final colors with the
samples (PANTONE® Chips) provided to ensure proper color usage.
* PANTONE® Color is a property of Pantone Inc. The Process Color provided in this guideline has not been evaluated by Pantone Inc. and may not
correspond with PANTONE® Color standards.
KUMHO TIRE Corporate Identity Manual
BS 1.7-1

23.

Sub Color
KT Yellow (For Graphic Motif Only)
KT Gold
KT Green (For Green Campaign Only)
KT Pink (For Pink Ribbon Campaign Only)
Color_Specification
KT Yellow (or PANTONE® 1235 C)
CMYK :
0.32.95.0
RGB :
253.181.37
HEX :
FCB424
KT Gold (or PANTONE® 873 C)
CMYK :
40.50.75.20
RGB :
137.110.74
HEX :
4C4C4E
KT Green (or PANTONE® 369 C)
CMYK :
57.0.100.0
RGB :
122.193.67
HEX :
7AC142
KT Pink (or PANTONE® 211 C)
CMYK :
0.60.10.0
RGB :
238.134.168
HEX :
F886A8
The Sub Color is an important element in distinguishing the Kumho Tire brand, therefore needs consistent management. The main colors must
make use of the PANTONE® system, and each media must be applied with designated colors. Careful attention must be placed to ensure proper
color usage because brightness and chroma of each color will vary from medium to medium. Always compare the final colors with the samples
(PANTONE® Chips) provided to ensure proper color usage.
* PANTONE® Color is a property of Pantone Inc. The Process Color provided in this guideline has not been evaluated by Pantone Inc. and may not
correspond with PANTONE® Color standards.
KUMHO TIRE Corporate Identity Manual
BS 1.7-2

24.

Two-Color Positive (Full Color)
Two-Color Reverse
One-Color KT Black
One-Color Reverse
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Color_Background Usage
The Signature must be clearly noticeable and the contrast to the background must be distinct in order to be prominent. The recommended
background color for the Signature is white, when using a different background color strictly follow the Background Usage guideline. This section
provides guidelines to brightness when printing in one color over a Gray background.
KUMHO TIRE Corporate Identity Manual
BS 1.7-3

25.

Two-Color Positive
Two-Color Reverse
One-Color KT Red
One-Color KT Dark Gray
One-Color Reverse
One-Color KT Black
KT White
KT Red
KT Light Gray
KT Gray
KT Dark Gray
KT Black
KT Silver
KT Gold
Color_Background Usage
The Signature must be clearly noticeable and the contrast to the background must be distinct in order to be prominent. The recommended
background color for the Signature is white, when using a different background color strictly follow the Background Usage guideline.
KUMHO TIRE Corporate Identity Manual
BS 1.7-4

26.

Basic Grid 1 : 1.14 (Size : 210mm x 297mm)
Recommended size (For A4 paper)
0.14X
X
0.13X
0.14X
0.2X
X
0.13X
0.2X
35mm
35mm
Minimum Size
14mm
23mm
*X = Width of Kumho Tire Signature (35mm)
Signature Placement & Sizing
As mentioned in this section, an A4-sized format Signature must be 35mm in width and to ensure visual consistency of the design it must be
located on the upper right corner. The minimum size which has been set in consideration of reproduction should be no less than 14mm (minimum
size) in width, and for Brand Slogan combined Signature no less than 23mm in width.
KUMHO TIRE Corporate Identity Manual
BS 1.8

27.

Kumho Tire is a high performance tire company
that brings quality and innovative technology
to consumers worldwide.
Do not apply other colors to the Signature.
Do not rearrange the elements of the Signature.
Do not arrange text or other elements within the
Clear Space area.
Do not tilt the Signature.
Do not illustrate the Signature with a line.
Do not apply the Signature on a background with
no distinct contrast in brightness.
Do not apply the Signature on a background that
isn't a Basic Color.
Do not apply the Signature in complex images.
Signature Incorrect Use
This section provides caution on the incorrect usage of the Signature which could tarnish the brand image of Kumho Tire and bring misunderstanding of the brand and confusion to the design. When arranging the Signature in an image, the contrast of brightness must be distinct and any
distortions or alterations to the Kumho Tire image is prohibited in all circumstances.
KUMHO TIRE Corporate Identity Manual
BS 1.9-1

28.

Do not rearrange the elements of the Signature.
Do not rearrange the elements of the Signature.
Do not rearrange the elements of the Signature.
Do not alter the ratio of the Symbol and Wordmark.
Do not rearrange the elements of the Signature.
Do not rearrange the elements of the Signature.
Do not rearrange the elements of the Signature.
Do not rotate the Signature.
Signature Incorrect Use
Always exericse caution as the incorrect usage of the Signature which could tarnish the brand image of Kumho Tire and cause confusion in terms
of awareness and design. In addition to the misuse examples provided in this section, any misuse that will distort or damage the image of Kumho
Tire is strictly prohibited.
KUMHO TIRE Corporate Identity Manual
BS 1.9-2

29.

· The Graphic Motif is the new Brand Element of Kumho Tire.
The Graphic Motif enables a clear expression of Kumho Tire's identity
and provides a consistent image and tone in communication.
BS Graphic Motif
BS 2.1
Graphic Motif
BS 2.2
Graphic Motif Basic Provision
BS 2.3
Graphic Motif Exceptional Rules
BS 2.4
Graphic Motif Incorrect Use

30.

Graphic Motif
Graphic Motif color
KT Yellow (or PANTONE® 1235 C)
CMYK :
0.32.95.0
:
RGB
253.181.37
KT Red (or PANTONE® 485 C or 485 U)
CMYK :
0.100.100.0
RGB :
239.0.16
Graphic Motif
The Graphic Motif is an element which visually represents Kumho Tire's brand identity - providing fundamental mobility solutions based on
harmonious balance of performance.
KUMHO TIRE Corporate Identity Manual
BS 2.1

31.

Graphic Motif Basic Provision
X
38˚
2X
9.5X
2X
38˚
X
Graphic Motif Basic Provision
The Graphic Motif is used on various application items along with the Kumho CI ensuring consistency in brand image. Adhere to the guidelines
provided in this section to avoid misuse.
KUMHO TIRE Corporate Identity Manual
BS 2.2-1

32.

1 : 1.14 (Size : 210mm x 297mm)
Basic guideline I
Application Standard
(1) The basic guidelines of the Graphic Motif is based
on a 100 x 100(mm) Basic form.
(2) The Graphic Motif Basic Form is 2~4(mm) in width.
Basic Format
1 : 1 (Size : 100mm x 100mm)
Basic guideline II_Vertical
Application Standard
(1) In vertical applications, adjust the size of the basic
form to fit the total width.
X
50X
50X
*X = 2~4mm
Graphic Motif Basic Provision
The Graphic Motif should be enlarged or reduced in direct proportion to the Digital Artwork on the CD-R as mentioned in this section. In this case,
avoid any alterations to the form/proportion of the motif.
KUMHO TIRE Corporate Identity Manual
BS 2.2-2

33.

Basic guideline I
Application Standard
(1) The basic guidelines of the Graphic Motif is based
on a 100 x 100(mm) Basic form.
(2) The Graphic Motif Basic Form is 2~4(mm) in width.
1.14 : 1 (Size : 297mm x 210mm)
Basic Format
1 : 1 (Size : 100mm x 100mm)
Basic guideline II_Horizontal
Application Standard
(1) In horizontal applications, adjust the size of the basic
form to fit the total height.
X
50X
50X
*X = 2~4mm
Graphic Motif Basic Provision
The Graphic Motif should be enlarged or reduced in direct proportion to the Digital Artwork on the CD-R as mentioned in this section. In this case,
avoid any alterations to the form/proportion of the motif.
KUMHO TIRE Corporate Identity Manual
BS 2.2-3

34.

Basic Grid 1 : 1.14
(Size : 210mm x 297mm)
X
X
Guidelines to basic application
Guidelines to exceptional usage_Website, Outdoor Ad
0.3Y
Y
Image Area
0.03X
Application Standard
(1) The standard use of the vertical Graphic Motif should
be on the right side of the medium, however in special
circumstances, the Graphic Motif may be applied
on the left side.
(2) The portion of 'KT Yellow' should be equal to 30%
of the total height.
(3) The vertical Graphic Motif may be moved horizontally
within 3%~40% of the total width.
Image Area
Y
0.37X
Graphic Motif Basic Provision
0.3Y
0.03X
0.37X
Graphic Motif is used on various application items along with the Kumho Tire CI ensuring a consistent image of Kumho Tire. Follow the guidelines
provided in this section to avoid misuse.
KUMHO TIRE Corporate Identity Manual
BS 2.2-4

35.

Basic Grid 1 : 1.14
(Size : 210mm x 297mm)
X
X
0.14K
K
0.13K
0.14K
K
0.13K
0.2K
0.2K
Guidelines to basic application
Guidelines to exceptional usage_Website, Outdoor Ad
0.3Y
Y
Image Area
*K = 1/6X, Width of Kumho Tire Signature (35mm)
Graphic Motif Basic Provision
Application Standard
(1) The standard use of the vertical Graphic Motif should
be on the right side of the medium, however in special
circumstances, the Graphic Motif may be applied
on the left side.
(2) The portion of 'KT Yellow' should be equal to 30%
of the total height.
(3) The vertical Graphic Motif may be moved horizontally
within the range of not interfering with the CI and within
40% of the total width.
0.3Y
Image Area
Y
0.4X
0.4X
Graphic Motif is used on various application items along with the Kumho Tire CI ensuring a consistent image of Kumho Tire. Follow the guidelines
provided in this section to avoid misuse.
KUMHO TIRE Corporate Identity Manual
BS 2.2-5

36.

Basid Grid 1 : 1.14
(Size : 210mm x 297mm)
X
X
0.03Y
Guidelines to basic application I_Lower Part
Guidelines to basic application II_Upper Part
0.37Y
Image Area
Y
Application Standard
(1) The standard use of the horizontal Graphic Motif should
be on the lower side of the medium, in special
circumstances, the Graphic Motif may be applied
on the upper side.
(2) The portion of 'KT Yellow' should be equal to 30%
of the total width.
(3) The horizontal Graphic Motif may be moved vertically
within 3%~40% of the total height.
Y
Image Area
0.37Y
0.03Y
0.3X
Graphic Motif Basic Provision
0.3X
Graphic Motif is used on various application items along with the Kumho Tire CI ensuring a consistent image of Kumho Tire. Follow the guidelines
provided in this section to avoid misuse.
KUMHO TIRE Corporate Identity Manual
BS 2.2-6

37.

Basic Grid 1 : 1.14
(Size : 210mm x 297mm)
X
X
K
0.13K
K
0.2K
0.13K
0.2K
0.2K
Guidelines to basic application I_Lower Part
Guidelines to basic application II_Upper Part
Application Standard
(1) The standard use of the horizontal Graphic Motif should
be on the lower side of the medium, in special
circumstances, the Graphic Motif may be applied
on the upper side.
(2) The portion of 'KT Yellow' should be equal to 30%
of the total width.
(3) The horizontal Graphic Motif may be moved vertically
within the range of not interfering with the CI and within
40% of the total height .
Image Area
Y
Y
Image Area
0.37Y
0.03Y
*K = 1/6X, Width of Kumho Tire Signature (35mm)
Graphic Motif Basic Provision
0.3X
0.3X
Graphic Motif is used on various application items along with the Kumho Tire CI ensuring a consistent image of Kumho Tire. Follow the guidelines
provided in this section to avoid misuse.
KUMHO TIRE Corporate Identity Manual
BS 2.2-7

38.

Graphic Motif Exceptional Rules
X
38˚
2X
5X
2X
38˚
X
Graphic Motif Exceptional Rules
To enhance the visual effect of Graphic Motifs applied in large medium such as Outdoor Ads, reduce the overlap area and maximize the width as
provided in this section. In this case, enlarge or reduce the Digital Artwork on the CD-R in direct proportion to avoid alterations and consult with
the managing department prior to production.
KUMHO TIRE Corporate Identity Manual
BS 2.3-1

39.

Basic Guidelines I
Application Standard
(1) The basic guidelines of the Graphic Motif is based
on a 100 x 100(mm) Basic form.
(2) The Graphic Motif Basic Form is 10(mm) in width.
Basic Format
1 : 1 (Size : 100mm x 100mm)
Basic Guideline II_Horizontal
Application Standard
(1) In vertical applications, adjust the size of the basic form
to fit the total height.
X
4X
4 : 1 (Size : 400mm x 100mm)
10X
10X
*X = 10mm
Graphic Motif Exceptional Rules
The Graphic Motif is used on various application items along with the Kumho Tire CI to deliver the brand image. Always adhere to the guidelines
provided in this section to ensure consistent usage and enlarge or reduce the Digital Artwork on the CD-R in direct proportion to avoid alterations.
* Billboards or Outdoor Ads have exceptional rules for the Graphic Motif. The width of the Graphic Motif on Outdoor Ads may be adjusted
according to circumstance or to the void space of images. Always consult with the managing department prior to production.
KUMHO TIRE Corporate Identity Manual
BS 2.3-2

40.

Basic Grid 1 : 1.14 (Size : 210mm x 297mm)
Guidelines to Exceptional Rules I
Application Standard
(1) When the image area is shown with KT Red the
Graphic Motif may not be used.
(2) The text is in white when the background color is KT Red.
Guidelines to Exceptional Rules II
Image Area (KT Red)
KT Red Background
Application Standard
(1) When the background color is KT Red the Graphic Motif
may not be used.
(2) The text is in white when the background color is KT Red.
(3) The Signature may be applied in One-Color Reverse.
* For consistency of visual identity, KT Red is not
recommended as the background color.
Graphic Motif Exceptional Rules
When the whole background color is in KT Red, the Graphic Motif may not be used. This is to prevent the distortion of the image by overlapping
the color of the motif and the background. Consult with the managing department prior to production.
KUMHO TIRE Corporate Identity Manual
BS 2.3-3

41.

Do not apply shadow to the
Graphic Motif.
Do not change the shape of the
Graphic Motif.
Do not apply undesignated colors
to the Graphic Motif.
Do not illustrate the Graphic Motif
with a line.
Do not apply blurring effects
to the Graphic Motif.
Do not apply border effects to the
Graphic Motif.
Do not apply gradiation effects
to the Graphic Motif.
Do not rearrange the elements
of the Graphic Motif.
Do not apply the Graphic Motif in
complex patterns.
Do not apply the Graphic Motif in
complex images.
Graphic Motif Incorrect Use
This section provides caution on the incorrect usage of the Graphic Motif which could tarnish the brand image of Kumho Tire and bring misunderstanding of the brand and confusion to the design. In addition to the misuse examples provided in this section, others that will distort or damage
the image of Kumho Tire is strictly prohibited.
KUMHO TIRE Corporate Identity Manual
BS 2.4

42.

· The official typeface is the fundamental element of Kumho Tire's visual
identity. The official typeface should be used in all medium to ensure
consistent image and tone in communication.
BS Typography
BS 3.1
Typefaces

43.

Primary Typefaces
Aa Aa Aa Aa
Profile Light
Profile Light Italic
Profile Regular
Profile Regular Italic
Aa Aa Aa Aa
Profile Medium
Typefaces
Profile Medium Italic
Profile Bold
Profile Bold Italic
The official English typeface is Profile Family which will exhibit the visual identity of Kumho Tire. The thickness of the typeface may be chosen
according to the characteristics of the applied item. The typeface should be used in the title, body text, and caption of various visual media.
* The use of Profile Family requires proper licensing. Refer to the following website for purchases.
www.fontfont.com
KUMHO TIRE Corporate Identity Manual
BS 3.1-1

44.

Primary Typefaces (Chinese)
锦湖轮胎黑体
黑体
Aa Aa Aa Aa
Basic Typefaces
Arial Regular
Typefaces
Arial Regular Italic
Arial Bold
Arial Bold Italic
The official Korean typeface of Kumho Tire is Yoon Gothic 300 Family which blends well with Kumho Tire's visual identity. The thickness of the
typeface may be chosen according to the characteristics of the applied item. The official typeface for Chinese is 黑体, Arial Family for English. The
typeface should be used in the title, body text, and caption of various visual media. When the official typeface is unavailable the basic typeface
may be applied.
* The use of the designated official typeface requires proper licensing. Refer to the following website for purchases.
www.groupy.co.kr www.fontfont.com
KUMHO TIRE Corporate Identity Manual
BS 3.1-2

45.

Application System
AS 1.0
Stationary Items
AS 2.0
Print & Advertisment
AS 3.0
Signage
AS 4.0
Vehicle
AS 5.0
Retail Identity

46.

· This is a guideline for stationery items for internal and external uses.
AS 1.1
Business Card
· All items must maintain a consistent format to achieve Kumho Tire's
AS 1.2
ID Card
AS 1.3
Letterhead
AS 1.4
Memo
AS 1.5
Envelope
AS 1.6
Shopping Bag
AS 1.7
Wrapping Paper
AS 1.8
E-mail Signature
AS 1.9
Invitation
AS 1.10
Promotion Item
unique image and tone in communication.
AS Stationary Items

47.

6.5
7.6
5
8
1
1
19
Basic Grid (Size : 89mm x 51mm)
Gil dong, Hong
Title
Division
Kumho Asiana Main Tower #76
Saemunan-Ro, Jongno-Gu
Seoul 110-857, Korea
www.kumhotire.com
822-1234-5678 Phone
822-1234-5679 Facsimile
8210-1234-5678 Mobile
[email protected]
5.5
48
16.5
Name: Profile Bold 9pt, letter spacing 0, width 100%
Job title/Department: Profile Regular 7.5pt, letter spacing 0, width 100%, line spacing 9pt
Address: Profile Regular 7.5pt, letter spacing 0, width 100%, line spacing 9pt
Paper quality: Conqueror, 220g/m2, white
Print: Offset print
Color: KT Red, KT Gray, KT Dark Gray
Scale: 100%
Unit: mm
Business Card A
KUMHO TIRE Corporate Identity Manual
AS 1.1-1

48.

6.5
7.6
5
8
Gil dong, Hong
1
1
Title
Division
3
1.5
19
Basic Grid (Size : 89mm x 51mm)
1.5
Kumho Asiana Main Tower #76
Saemunan-Ro, Jongno-Gu
Seoul 110-857, Korea
www.kumhotire.com
822-1234-5678 Phone
822-1234-5679 Facsimile
8210-1234-5678 Mobile
[email protected]
5.5
48
16.5
Name: Profile Bold 9pt, letter spacing 0, width 100%
Job title/Department: Profile Regular 7.5pt, letter spacing 0, width 100%, line spacing 9pt
Address: Profile Regular 7.5pt, letter spacing 0, width 100%, line spacing 9pt
Paper quality: Conqueror, 220g/m2, white
Print: Offset print
Color: KT Red, KT Gray, KT Dark Gray
Scale: 100%
Unit: mm
Business Card B
KUMHO TIRE Corporate Identity Manual
AS 1.1-2

49.

10.5
13
13
3.8
3.8
6.5
6.5
White Photo Box
34 x 28
Name: Profile Medium 13pt
Material: Plastic
Print: Offset print (Print photo)
Color: KT Red, KT Light Gray, KT Gray, KT Dark Gray
* The image attached is an example.
Employee
Number
41.7
41.7
2.8
근무 시에는 항상 패용하여야 합니다.
Back
Employee Number: Profile Medium 16pt
Brochure: Yoon Gothic 330 7pt, letter spacing -50, width 95%,
line spacing 9.5pt, Profile Medium 7.5pt
Address: Yoon Gothic 330 7pt, letter spacing -50, width 95%,
Profile Medium 7.5pt
Rounded 5
KT Light Gray
(Cool Gray 2)
Basic Grid (Size : 54mm x 86mm)
Front
10.5
Rounded 5
KT Light Gray
(Cool Gray 2)
KT Gray
(Cool Gray 10)
이 카드를 습득하신 분은 가까운 우체통에 넣어
주시기 바랍니다. (연락전화번호 02-6303-0114)
32.3
1
Hong Gil-dong
16
서울시 종로구 새문안로 76 금호아시아나 본관
5
3
3
1.8
3
3 1.8
3
Scale: 100%
Unit: mm
ID Card_Employees
KUMHO TIRE Corporate Identity Manual
AS 1.2-1

50.

10.5
10.5
Rounded 5
13
13
3.8
3.8
14.8
16
Basic Grid (Size : 54mm x 86mm)
Rounded 5
KT Gray
(Cool Gray 10)
KT Red
Front
13
Visitors: Profile Regular 24pt
1.3
34.5
Back
Brochure: Yoon Gothic 330 7pt, letter spacing -50, width 95%,
line spacing 9.5pt, Profile Medium 7pt
Address: Yoon Gothic 330 7pt, letter spacing -50, width 95%,
Profile Medium 7.5pt
Brochure: Yoon Gothic 330 7pt, letter spacing -50, width 95%,
line spacing 9.5pt, Profile Medium 7pt
Material: Plastic
Print: Offset print
Color: KT Red, KT Gray, KT Dark Gray
Visitors
KT Gray
(Cool Gray 10)
3.7
1
서울시 종로구 새문안로 76 금호아시아나 본관
32.3
1. 방문자는 본증을 항상 패용하여야 합니다.
2. 본증은 타인에게 양도할 수 없습니다.
3. 이 카드를 습득하신 분은 가까운 우체통에 넣어
주시기 바랍니다. (연락전화번호 02-6303-0114)
16
5
3
3 2
3
3
3
Scale: 100%
Unit: mm
ID Card_Visitors
KUMHO TIRE Corporate Identity Manual
AS 1.2-2

51.

35
11
12
Basic Grid (Size : 210mm x 297mm)
Paper quality: Ventnouveau, 105g/m2, white
Print: Offset print
Color: KT Red, KT Yellow, KT Dark Gray
3
10
Scale: 35%
Unit: mm
Letterhead
KUMHO TIRE Corporate Identity Manual
AS 1.3

52.

35
7
6.5
Basic Grid (Size : 125mm x 188mm)
Paper quality: Ventnouveau, 105g/m2, white
Print: Offset print
Color: KT Red, KT Yellow, KT Dark Gray
2.5
8
Scale: 55%
Unit: mm
Memo
KUMHO TIRE Corporate Identity Manual
AS 1.4

53.

10
37
3
20
7.5
3
Kumho Asiana Main Tower #76
Saemunan-Ro, Jongno-Gu
Seoul 110-857, Korea
www.kumhotire.com
T 02-1234-5678 F 02-1234-5678
Basic Grid (Size : 220mm x 108mm)
Paper quality: Ventnouveau, 120g/m2, white
Print: Offset print
Typeface : Profile Regular 8.5pt, letter spacing 0, line spacing 10.5pt
Color: KT Red, KT Yellow, KT Gray, KT Dark Gray
Scale: 50%
Unit: mm
Envelope_Small
KUMHO TIRE Corporate Identity Manual
AS 1.5-1

54.

10
37
3
23
7.5
3
Kumho Asiana Main Tower #76
Saemunan-Ro, Jongno-Gu
Seoul 110-857, Korea
www.kumhotire.com
T 02-1234-5678 F 02-1234-5678
Basic Grid (Size : 229mm x 162mm)
Paper quality: Ventnouveau, 120g/m2, white
Print: Offset print
Typeface : Profile Regular 8.5pt, letter spacing 0, line spacing 10.5pt
Color: KT Red, KT Yellow, KT Gray, KT Dark Gray
Scale: 40%
Unit: mm
Envelope_Medium
KUMHO TIRE Corporate Identity Manual
AS 1.5-2

55.

15
46
3
23
11
5
Kumho Asiana Main Tower #76
Saemunan-Ro, Jongno-Gu
Seoul 110-857, Korea
www.kumhotire.com
T 02-1234-5678 F 02-1234-5678
Basic Grid (Size : 324mm x 229mm)
Paper quality: Ventnouveau, 120g/m2, white
Print: Offset print
Typeface : Profile Regular 10.5pt, letter spacing 0, line spacing 13pt
Color: KT Red, KT Yellow, KT Gray, KT Dark Gray
Scale: 40%
Unit: mm
Envelope_Large
KUMHO TIRE Corporate Identity Manual
AS 1.5-3

56.

100
72
142
Basic Grid (Size : 250mm x 360mm x 80mm)
Paper quality: Vellum, 200g/m2, white
Print: Offset print & matte lamination &
Graphic Motif, Signature processed
with gloss lamination
Color: KT Red, KT Yellow, KT Dark Gray
5
15
Scale: 25%
Unit: mm
Shopping Bag A
KUMHO TIRE Corporate Identity Manual
AS 1.6-1

57.

100
22
27
Various images may be used over
the white background image area.
Basic Grid (Size : 250mm x 360mm x 80mm)
Paper quality: Vellum, 200g/m2, white
Print: Offset print & matte lamination &
Graphic Motif, Signature processed
with gloss lamination
Color: KT Red, KT Yellow, KT Dark Gray
5
15
Scale: 25%
Unit: mm
Shopping Bag B
KUMHO TIRE Corporate Identity Manual
AS 1.6-2

58.

Basic Grid
Paper quality: Ventnouveau, 80g/m2
Print: Offset
Color: KT Red, KT Yellow, KT Light Gray,
KT Dark Gray, KT Silver, KT Gold
Scale: 35%
Unit: mm
Wrapping Paper
KUMHO TIRE Corporate Identity Manual
AS 1.7

59.

Design Examples
Gil dong, Hong
Title | Division
02)1234-5678
Greetings,
I am very pleased to meet our customers and stakeholders through the web,
which allows us to connect, share ideas and build sincere relationships.
Since it’s inception in 1960, Kumho Tire has been a model of steady growth
amid dramatic changes of business landscape. Driven by innovation in management
and technical development we have become the leading tire company in Korea.
Over the past half-century Kumho Tire has built the foundation for a sustainable
company, which has thrived through a full range of business environments
and has grown to be one of the world’s top 10 tire companies.
Kumho Tire is committed to becoming leading
environmental company by preventing the impact our company’s
activities have on the environment.
I would like to extend our sincere gratitude to you for continued support
and encouragement. We will continue to listen to with an open mind
and provide the best value and confidence in return.
With your support Kumho Tire will be able to open up a brighter
and more beautiful future.
Respectfully yours,
Basic Grid
Gil dong, Hong
Title | Division
02)1234-5678
Application Standard
Eglish: Arial Bold 10pt
* The text attached is an example.
E-mail Signature A
KUMHO TIRE Corporate Identity Manual
AS 1.8-1

60.

61.

35
10
39
3.5
3.5
3.5
9
Basic Grid (Size : 155mm x 100mm)
Front
Invitation: Profile Regular 12pt
Brochure: Profile Regular 7pt
Address: Profile Regular 6pt
Paper quality: Ventnouveau, 186g/m2, white
Print: Offset Print & Signature in silver
Color: KT Silver, KT Dark Gray
* The image and text attached is an example.
It is recommended to use proper image and text for production.
5
3.5
Scale: 70%
Unit: mm
Invitation A
KUMHO TIRE Corporate Identity Manual
AS 1.9-1

62.

20
3
35
10
39
3.5
3.5
3.5
9
Basic Grid (Size : 155mm x 100mm)
Front
Invitation: Profile Regular 12pt
Brochure: Profile Regular 7pt
Address: Profile Regular 6pt
Paper quality: Ventnouveau, 186g/m2, white
Print: Offset print & Graphic Motif, Signature proccessed with gloss lamination
Color: KT Red, KT Yellow, KT Light Gray, KT Dark Gray
* The image and text attached is an example.
It is recommended to use proper image and text for production.
5
3.5
Scale: 70%
Unit: mm
Invitation B
KUMHO TIRE Corporate Identity Manual
AS 1.9-2

63.

35
63.5
3
20
3
10
47
INVI TAT ION
Basic Grid (Size : 158mm x 105mm)
Invitation: Profile Regular 16pt
Paper quality: Ventnouveau, 120g/m2, white
Print: Offset print & Graphic Motif, Signature proccessed with gloss lamination
Color: KT Red, KT Yellow, KT Light Gray, KT Dark Gray
Scale: 70%
Unit: mm
Invitation_Envelope
KUMHO TIRE Corporate Identity Manual
AS 1.9-3

64.

Promotion Item
KUMHO TIRE Corporate Identity Manual
AS 1.10

65.

· This is a guideline to various print media and ads for internal and
external uses.
· All items must maintain a consistent format to deliver Kumho Tire's
unique image & tone in communication.
AS Print & Advertisment
AS 2.1
Newspaper AD
AS 2.2
Magazine AD
AS 2.3
Poster
AS 2.4
Brochure
AS 2.5
Leaflet & Catalog
AS 2.6
POP
AS 2.7
Website Format

66.

Design Examples
X
K
0.13K
0.2K
Image Area
Basic Grid (Size : 370mm x 510mm)
Y
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total width.
(2) The horizontal Graphic Motif may be moved
vertically within 3~40% of the total height.
(3) When Kumho Tire Women's Open EI is applied,
the width should be equal to the Signature and
located on the lower half.
It may be placed optimally according to the layout.
* The image and text applied is an example.
It is recommended to use proper image and
text for production.
Racing bred with street manners makes the Ecsta LE Sport
the perfect choice for European sports cars and sports sedans.
0.37Y
K
Quiet comfort, superb handling and excellent all-season performance
make it a perfect upgrade for crossovers and light SUVs, and a natural
choice for luxury vehicles.
Kumho Tire Ladies Open EI Area
0.03Y
*K = 1/6X, Width of Kumho Tire Signature
0.3X
Scale: 20%
Unit: mm
Newspaper AD_Full Page
KUMHO TIRE Corporate Identity Manual
AS 2.1-1

67.

Design Examples
Basic Grid (Size : 370mm x 168mm)
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height.
(2) The vertical Graphic Motif may be moved
horizontally within the range of not interfering
with the CI and within 35% of the total width.
* The image and text applied is an example.
It is recommended to use proper image and text for production.
X
0.14K
K
0.13K
0.13K
Y
Image Area
*K = 1/6X, Width of Kumho Tire Signature
0.35X
Scale: 35%
Unit: mm
Newspaper AD_5 Squares A
KUMHO TIRE Corporate Identity Manual
AS 2.1-2

68.

Design Examples
Basic Grid (Size : 370mm x 168mm)
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total width.
(2) The horizontal Graphic Motif may be moved
vertically within 5~20% of the total height.
* The image and text applied is an example.
It is recommended to use proper image and text for production.
X
0.14K
K
0.13K
0.13K
Image Area
Y
0.15Y
0.5Y
*K = 1/6X, Width of Kumho Tire Signature
Scale: 35%
Unit: mm
Newspaper AD_5 Squares B
KUMHO TIRE Corporate Identity Manual
AS 2.1-3

69.

X
0.14K
K
Design Examples
0.13K
0.2K
Basic Grid 1 : 1.14 (Size : 210mm x 297mm)
Y
Image Area
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height.
(2) The vertical Graphic Motif may be moved
horizontally within the range of not interfering
with the CI and within 35% of the total width.
Racing bred with street manners makes the Ecsta LE Sport
the perfect choice for European sports cars and sports sedans.
Print: Offset Print
Color: KT Red, KT Yellow, KT Dark Gray
Designed to provide maximum performance in wet and dry
performance driving conditions, the asymmetrical Ecsta LE Sport
brings street sophistication to drivers who push their sporty cars to
the limit in dry and wet street conditions.
* The image and text applied is an example.
It is recommended to use proper image and
text for production.
*K = 1/6X, Width of Kumho Tire Signature (35mm)
0.4X
Scale: 35%
Unit: mm
Magazine AD A
KUMHO TIRE Corporate Identity Manual
AS 2.2-1

70.

X
K
Design Examples
0.13K
0.2K
Image Area
Y
Basic Grid 1 : 1.14 (Size : 210mm x 297mm)
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total width.
(2) The horizontal Graphic Motif may be moved
vertically within 3~40% of the total width.
0.37Y
An excellent choice for the sophisticated urban SUV
CRUGEN HP91 was born for the premium urban SUVs that are more
tted for on-road. It secures rm stability even at a high speed and
grabs the road for rapid cornering without losing balance.
Print: Offset Print
Color: KT Red, KT Yellow, KT Dark Gray
* The image and text applied is an example.
It is recommended to use proper image and text for production.
0.03Y
*K = 1/6X, Width of Kumho Tire Signature (35mm)
0.3X
Scale: 35%
Unit: mm
Magazine AD B
KUMHO TIRE Corporate Identity Manual
AS 2.2-2

71.

X
0.14K
K
Design Examples
0.13K
0.2K
Basic Grid 1 : 1.14 (Size : 210mm x 297mm)
Y
Image Area
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height
(2) The vertical Graphic Motif may be moved horizontally
within the range of not interfering with the CI and
within 40% of the total width.
Designed to provide maximum
performance in wet and dry
performance driving
conditions, the asymmetrical
Ecsta LE Sport brings street
sophistication to drivers who
push their sporty cars to the
limit in dry and wet street
conditions.
Print: Offset Print
Color: KT Red, KT Yellow, KT Dark Gray
* The image and text applied is an example.
It is recommended to use proper image and text for production.
*K = 1/6X, Width of Kumho Tire Signature (35mm)
0.4X
Scale: 35%
Unit: mm
Poster A
KUMHO TIRE Corporate Identity Manual
AS 2.3-1

72.

X
K
Design Examples
0.13K
0.2K
0.2K
An advanced new stud design gives the WinterCraft ICE Wi31
an exceptionally quiet hold on the ice and snow.
The wide turbine studs provide excellent snow clearance, in a low
profile design that cuts road noise dramatically. A true innovation in
winter highway driving.
Basic Grid 1 : 1.14 (Size : 210mm x 297mm)
Y
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total width
(2) The horizontal Graphic Motif may be moved vertically
within the range of not interfering with the CI and
within 40% of the total height.
Image Area
Print: Offset Print
Color: KT Red, KT Yellow, KT Dark Gray
* The image and text applied is an example.
It is recommended to use proper image and text for production.
*K = 1/6X, Width of Kumho Tire Signature (35mm)
0.3X
Scale: 35%
Unit: mm
Poster B
KUMHO TIRE Corporate Identity Manual
AS 2.3-2

73.

X
0.14K
K
Design Examples
0.13K
0.2K
Basic Grid 1 : 1.14 (Size : 210mm x 297mm)
Y
2015
KUMHO TIRE
SUSTAINABILITY
REPORT
Primary Color Area
e.g) KT Silver
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height
(2) The vertical Graphic Motif may be moved horizontally
within the range of not interfering with the CI and
within 40% of the total width.
Print: Offset print & Graphic Motif, Signature
proccessed with gloss lamination
Color: KT Red, KT Yellow, KT Dark Gray, KT Silver
* The text applied is an example.
*K = 1/6X, Width of Kumho Tire Signature (35mm)
0.4X
Scale: 35%
Unit: mm
Brochure
KUMHO TIRE Corporate Identity Manual
AS 2.4

74.

Basic Grid 1 : 1.14
(Size : 210mm x 297mm)
Application Standard
(1) The shape of the Graphic Motif
may be altered accordingly.
(2) The ratio of the KT Yellow Portion
must always be less than the ratio
of KT Red Portion.
* The illustration of the Graphic Motif
provided is for illustrative purposes only.
Leaflet & Catalog
KUMHO TIRE Corporate Identity Manual
AS 2.5-1

75.

Design Examples
Designed to provide maximum
performance in wet and dry
performance driving
conditions, the asymmetrical
Ecsta LE Sport brings street
sophistication to drivers who
push their sporty cars to the
limit in dry and wet street
conditions.
Racing bred with street manners makes the Ecsta LE Sport
the perfect choice for European sports cars and sports sedans.
Designed to provide maximum performance in wet and dry performance
driving conditions, the asymmetrical Ecsta LE Sport brings street
sophistication to drivers who push their sporty cars to the limit in dry and
wet street conditions.
* The image and text applied is an example. It is recommended to use proper image and text for production
Leaflet & Catalog
KUMHO TIRE Corporate Identity Manual
AS 2.5-2

76.

Type A
0.2X
0.65X
Type B
Lorem ipsum
dolor sit amet
Designed to provide
maximum performance
in wet and dry
performance driving
conditions.
Application Standard
(1) Use the Graphic Motif System for organizing
the layout.
(2) The Kumho Tire Signature should be positioned
on the top center for a balanced layout.
Type D
0.15X
Lorem ipsum
dolor sit amet
Basic Grid 1 : 2.75
Type C
Lorem ipsum
dolor sit amet
Designed to provide
maximum performance
in wet and dry
performance driving
conditions.
Lorem ipsum
dolor sit amet
Designed to provide
maximum performance
in wet and dry
performance driving
conditions.
Print: Image print
Color: KT Red, KT Yellow, KT Light Gray, KT Gray,
KT Dark Gray
X
* The image and text applied is an example. It is recommended to use proper image and text for production
POP_Banner
KUMHO TIRE Corporate Identity Manual
AS 2.6-1

77.

Y
Type A-1
0.125Y
0.1Y
Lorem ipsum dolor sit amet
Y
Lorem ipsum dolor sit amet
1.5Y
Type A-2
Y
0.125Y
0.15Y
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
Y
0.125Y
0.1Y
Basic Grid 7.5 : 1
Type A-3
Lorem ipsum dolor sit amet
Application Standard
(1) Use the Graphic Motif System for organizing the layout.
(2) The Kumho Tire Signature should be positioned
on the upper right corner to maintain Kumho Tire's
unique image & tone.
Print: Image print
Color: KT Red, KT Yellow, KT Light Gray, KT Gray,
KT Dark Gray
Lorem ipsum dolor sit amet
Y
Type A-4
Y
Y
0.125Y
0.1Y
Y
Logo Area
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
* The image and text applied is an example. It is recommended to use proper image and text for production
POP_ Placard A
KUMHO TIRE Corporate Identity Manual
AS 2.6-2

78.

0.15Y
Type B-1
Y
Y
0.125Y
0.1Y
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
0.15Y
Y
Y
0.125Y
0.1Y
Y
Type B-2
Logo Area
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
Y
Basic Grid 7.5 : 1
Type C-1
0.1Y
0.2Y
Type C-2
0.1Y
Lorem ipsum dolor sit amet
Y
Application Standard
(1) Use the Graphic Motif System for organizing the layout.
(2) The Kumho Tire Signature should be positioned
on the upper right corner to maintain Kumho Tire's
unique image & tone.
Print: Image print
Color: KT Red, KT Yellow, KT Light Gray, KT Gray,
KT Dark Gray
0.125Y
Lorem ipsum dolor sit amet
Y
Y
Logo Area
Y
0.1Y
0.2Y
0.125Y
0.1Y
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
* The image and text applied is an example. It is recommended to use proper image and text for production
POP_ Placard B
KUMHO TIRE Corporate Identity Manual
AS 2.6-3

79.

40
165
35 15
36
35
TIRE SELECTOR
Image Holder
915 x 480
TIRE BASICS
DEALER LOCATOR
Basic Grid 1.6 : 1 (Size : 1280px x 800px)
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height.
(2) The vertical Graphic Motif may not be moved horizontally.
(3) Use images that distinctively show the brand name
or product features.
(4) Organize the layout without interfering with
the Kumho Tire Signature clear space.
NEWS
FOR OWNERS
COMMUNITY
ABOT
Image Holder
200 x 150
Image Holder
200 x 150
Image Holder
200 x 150
Color: KT Red, KT Yellow, KT Dark Gray, KT Black
Scale: 35%
Unit: px
Website Format
KUMHO TIRE Corporate Identity Manual
AS 2.7-1

80.

Design Examples
TIRE SELECTOR
TIRE BASICS
DEALER LOCATOR
NEWS
FOR OWNERS
COMMUNITY
ABOT
* The design is an example. It is recommended to use proper design for production
Website Format
KUMHO TIRE Corporate Identity Manual
AS 2.7-2

81.

· This is a guideline for various signs for internal and external uses.
AS 3.1
Floor Directory Sign
· All items must maintain a consistent format to achieve Kumho Tire's
AS 3.2
Indoor Directional Sign
AS 3.3
Divisional Sign
AS 3.4
Employees Sign
AS 3.5
Window Sign
AS 3.6
Exterior Identity Sign
AS 3.7
Exterior Pylon Sign
AS 3.8
Outdoor AD
AS 3.9
A Board Sign
AS 3.10
X Banner
AS 3.11
Flag
AS 3.12
Photo Wall
unique image & tone for communication.
AS Signage

82.

Floor Directory
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
White Sheets must be laser-cut before attaching
THK 2mm Stainless Steel must be painted with the specified color
4
Lorem ipsum dolor
Duis autem vel eum iriure dolor in hendrerit.
Mirum est notare
Mirum est notare quam littera gothica.
Qui nunc nobis
Ut wisi enim ad minim veniam.
Lorem ipsum dolor
Basic Grid
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height.
(2) The vertical Graphic Motif may be moved
horizontally within the range of not interfering with the Sign.
Duis autem vel eum iriure dolor in hendrerit.
Mirum est notare
Mirum est notare quam littera gothica.
Qui nunc nobis
Ut wisi enim ad minim veniam.
Print: Silkscreens print
Color: KT Red, KT Yellow, KT Dark Gray
* The text applied is an example.
Floor Directory Sign
KUMHO TIRE Corporate Identity Manual
AS 3.1

83.

Top View
Type A-1 /
Front View
Side View
paint with specified color
White Sheets must be laser-cut before attaching
Lorem ipsum
Mirum est notare
Mirum est notare
Mirum est notare
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
Type B-2
Lorem ipsum
Mirum est notare
Mirum est notare
Mirum est notare
Type B-1 /
Front View
White Sheets must be laser-cut before attaching
paint with specified color
Basic Grid
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
Designated colored Sheets must be laser-cut before attaching /
Application Standard
Print designated colored silkscreens
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height.
Type B-2
(2) The vertical Graphic Motif may be moved
horizontally within the range of not interfering with the Sign.
Print: Silkscreens print
Color: KT Red, KT Yellow, KR Light Gray, KT Dark Gray
Side View
1F
1F
Lorem ipsum
Mirum est
Qui nunc
Ullamcorper
Lorem ipsum
Mirum est
Qui nunc
Ullamcorper
Mirum est notare
Ut wisi enim ad m
Mirum est notare
Ut wisi enim ad m
quam littera gothica
nostrud exerci tation
quam littera gothica
nostrud exerci tation
Indoor Directional Sign
KUMHO TIRE Corporate Identity Manual
AS 3.2

84.

Type A-1 /
Front View
Side View
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
Designated colored Sheets must be laser-cut before attaching
paint with specified color
Lorem ipsum
Type B-2
Lorem ipsum
Type B-1 /
Front View
Side View
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
Designated colored Sheets must be laser-cut before attaching
Basic Grid
paint with specified color
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height.
(2) The vertical Graphic Motif may be moved
horizontally within the range of not interfering with the Sign.
Print: Silkscreens print
Color: KT Red, KT Yellow, KR Light Gray, KT Dark Gray
Lorem
ipsum
Type B-2
Lorem
ipsum
Divisional Sign
KUMHO TIRE Corporate Identity Manual
AS 3.3

85.

Type A-1 /
8
Front View
Side View
6
THK 3mm acrylic finish and paint with specified color
Designated colored Sheets must be laser-cut before attaching
Gil Dong Hong
Manager
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
3.5
THK 1.2mm Stainless steel frame
3.5
Basic Grid (Size : 110mm x 40.5mm)
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 40% of the total width and height.
(2) The horizontal Graphic Motif can not be moved vertically.
(3) The vertical Graphic Motif can not be moved horizontally.
Name: Proflie 30pt
Job Title: Proflie 17pt
Print: Silkscreens print
Color: KT Red, KT Yellow, KT Light Gray, KT Dark Gray
* The text applied is an example.
5.25
3
Type A-2
10
Gil Dong Hong
Manager
3.5
Scale: 100%
Unit: mm
Employees Sign A
KUMHO TIRE Corporate Identity Manual
AS 3.4-1

86.

Type B /
32.5
3
Front View
10
Identification Picture
Gil Dong Hong
Job Title
Basic Grid (Size : 115mm x 41mm)
6
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 40% of the total width and height.
(2) The vertical Graphic Motif can not be moved horizontally.
Design Examples
Name: Proflie 30pt
Dept. / Job Title: Proflie 17pt
Side View
Gil Dong Hong
Paper quality: Conqueror, 220g/m2, white
Material: Acrylic, Plastic
Print: Offset Print
Color: KT Red, KT Yellow, KT Dark Gray
Insert after offset print.
Job Title
* The image and text attached is an example.
Scale: 100%
Unit: mm
Employees Sign B
KUMHO TIRE Corporate Identity Manual
AS 3.4-2

87.

Y
Y
0.2Y
200
150
Etching sheets must be laser-cut before attaching.
Etching sheets must be laser-cut before attaching.
100
Basic Grid
Application Standard
(1) The upper left line of the Graphic Motif
should be equal to 30% width of the window.
(2) The horizontal Graphic Motif can be moved vertically.
(3) When using etching sheets attach the Graphic Motif
separately.
50
Material: Etching Sheet
Scale: 4.5%
Unit: cm
Window Sign A-1
KUMHO TIRE Corporate Identity Manual
AS 3.5-1

88.

200
150
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
100
Basic Grid
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% width of the window.
(2) The horizontal Graphic Motif can be moved vertically.
50
Print: Silkscreens print
Color: KT Red, KT Yellow, KT Light Gray, KT Dark Gray
Scale: 4.5%
Unit: cm
Window Sign A-2
KUMHO TIRE Corporate Identity Manual
AS 3.5-2

89.

Y
Y
0.2Y
200
150
Etching sheets must be laser-cut before attaching.
100
Basic Grid
Etching sheets must be laser-cut before attaching.
Application Standard
(1) The upper left line of the Graphic Motif
be equal to 30% width of the window.
(2) The horizontal Graphic Motif can be moved vertically.
(3) When using etching sheets attach the Graphic Motif separately.
50
Material: Etching Sheet
Scale: 4.5%
Unit: cm
Window Sign B-1
KUMHO TIRE Corporate Identity Manual
AS 3.5-3

90.

200
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
150
100
Basic Grid
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% width of the window.
(2) The horizontal Graphic Motif can be moved vertically.
50
Print: Silkscreens print
Color: KT Red, KT Yellow, KT Light Gray, KT Dark Gray
Scale: 4.5%
Unit: cm
Window Sign B-2
KUMHO TIRE Corporate Identity Manual
AS 3.5-4

91.

Type A-1 /
Type A-2 /
Top View
Top View
Front View
Side View
Front View
Type B-1 /
Type B-2 /
Top View
Top View
Side View
Basic Grid
Application Standard
Front View
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total width.
(2) The horizontal Graphic Motif can not be moved
vertically
Side View
Front View
Side View
Print: Silkscreens print
Color: KT Red, KT Yellow, KT Dark Gray
Exterior Identity Sign
KUMHO TIRE Corporate Identity Manual
AS 3.6-1

92.

Pylon Sign
Direction Sign
Lorem ipsum dolor
Basic Grid
Designated colored Sheets must be laser-cut before attaching /
Print designated colored silkscreens
Designated colored Sheets must be laser-cut before attaching /
Application Standard
Print designated colored silkscreens
(1) The portion of 'KT Yellow' of the Graphic Motif
White Sheets must be laser-cut before attaching
should be equal to 40% of the total width and height.
(2) The horizontal Graphic Motif may be moved vertically within
the range of not interfering with the CI and the Sign.
(3) The vertical Graphic Motif may be moved horizontally within
the range of not interfering with the Sign.
Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse.
consequat, vel illum dolore.
Mirum est notare
Lorem ipsum dolor
sit amet
Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit augue
duis dolore te feugait nulla facilisi.
Mirum est notare quam littera
gothica, quam nunc putamus
parum claram.
Qui nunc nobis
Ut wisi enim ad minim veniam,
quis nostrud exerci tation
ullamcorper suscipit lobortis.
paint with specified color
Print: Silkscreens print
Color: KT Red, KT Yellow, KT Dark Gray
Exterior Identity Sign
KUMHO TIRE Corporate Identity Manual
AS 3.6-2

93.

Top View
Front View
Type A
Type B
Lorem ipsum dolor
Lorem ipsum dolor
Mirum est notare
Mirum est notare
Basic Grid
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total width and height.
(2) The horizontal Graphic Motif may be moved vertically within
the range of not interfering with the CI and the Sign.
Qui nunc nobis
Type C
Qui nunc nobis
Duis autem vel eum
Duis autem vel eum
Type D
Print: Silkscreens print
Color: KT Red, KT Yellow, KT Dark Gray
Exterior Pylon Sign
KUMHO TIRE Corporate Identity Manual
AS 3.7

94.

Basic Grid 3 : 2
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height.
(2) The vertical Graphic Motif may be moved horizontally
within the range of not interfering with the CI and within
40% of the total width.
Design Examples
Print: image print
Color: KT Red, KT Yellow, KT Light Gray, KT Gray, KT Dark Gray
X
0.14K
K
0.13K
0.1K
Y
Image Area
*K = 1/4X, Width of Kumho Tire Signature
0.4X
* The image and text applied is an example. It is recommended to use proper image and text for production.
Outdoor AD_3:2 Proportion A
KUMHO TIRE Corporate Identity Manual
AS 3.8-1

95.

Basic Grid 3 : 2
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total width.
(2) The horizontal Graphic Motif may be moved
vertically within 5~20% of the total height.
Design Examples
Print: image print
Color: KT Red, KT Yellow, KT Light Gray, KT Gray, KT Dark Gray
X
K
0.13K
0.1K
Image Area
Y
0.15Y
Lorem ipsum dolor sit amet
0.5Y
*K = 1/4X, Width of Kumho Tire Signature
* The image and text applied is an example. It is recommended to use proper image and text for production.
Outdoor AD_3:2 Proportion B
KUMHO TIRE Corporate Identity Manual
AS 3.8-2

96.

Basic Grid 2 : 1
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total height.
(2) The vertical Graphic Motif may be moved
horizontally within the range of not interfering with
the CI and within 40% of the total width.
Print: image print
Color: KT Red, KT Yellow, KT Light Gray, KT Gray, KT Dark Gray
X
Design Examples
0.14K
K
0.13K
0.1K
Y
Image Area
*K = 1/5X, Width of Kumho Tire Signature
0.4X
* The image and text applied is an example. It is recommended to use proper image and text for production.
Outdoor AD_2:1 Proportion A
KUMHO TIRE Corporate Identity Manual
AS 3.8-3

97.

Basic Grid 2 : 1
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 30% of the total width.
(2) The horizontal Graphic Motif may be moved
vertically within 5~20% of the total height.
Print: image print
Color: KT Red, KT Yellow, KT Light Gray, KT Gray, KT Dark Gray
X
Design Examples
0.14K
K
0.13K
0.1K
Image Area
Y
0.15Y
0.5Y
*K = 1/5X, Width of Kumho Tire Signature
Lorem ipsum dolor sit amet
* The image and text applied is an example. It is recommended to use proper image and text for production.
Outdoor AD_2:1 Proportion B
KUMHO TIRE Corporate Identity Manual
AS 3.8-4

98.

2.5Y
0.3Y
0.125Y
7:1
Y
0.25Y
2Y
0.175Y
6:1
Y
1.75Y
0.175Y
0.2Y
5:1
Y
Basic Grid
Application Standard
(1) Use White Background image and images that distinctively
show the name or product features.
(2) Organize the layout without interfering with
the Kumho Tire Signature clear space.
Print: image print
Color: KT Red, KT Dark Gray
0.29Y
Y
1.5Y
0.21Y
0.175Y
0.15Y
3:2
Y
0.225Y
4:1
Y
* The image and text applied is an example. It is recommended to use proper image and text for production.
Outdoor AD_Horizontal A-1
KUMHO TIRE Corporate Identity Manual
AS 3.8-5

99.

1.7Y
0.25Y
0.16Y
7:1
Y
1.7Y
0.25Y
0.16Y
6:1
Y
1.75Y
0.175Y
0.16Y
5:1
Y
Basic Grid
Application Standard
(1) Use White Background image and images that distinctively
show the name or product features.
(2) Organize the layout without interfering with
the Kumho Tire Signature clear space.
Print: image print
Color: KT Red, KT Dark Gray
0.29Y
Y
0.21Y
1.5Y
0.15Y
0.1Y
3:2
Y
0.175Y
4:1
Y
* The image applied is an example. It is recommended to use proper image for production.
Outdoor AD_Horizontal A-2
KUMHO TIRE Corporate Identity Manual
AS 3.8-6

100.

2.5Y
0.2Y
0.3Y
0.125Y
7:1
Y
0.2Y
0.25Y
2Y
0.175Y
6:1
Y
1.75Y
0.2Y
0.175Y
Basic Grid
0.2Y
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 40% of the total height.
(2) The vertical Graphic Motif can not be moved horizontally
(3) Use White Background image and images that distinctively
show the name or product features.
(4) Organize the layout without interfering with
the Kumho Tire Signature clear space.
Print: image print
Color: KT Red, KT Yellow, KT Dark Gray
5:1
0.125Y 0.26Y
Y
Y
0.115Y
0.15Y
1.5Y
0.175Y
0.15Y
3:2
Y
0.225Y
4:1
Y
* The image applied is an example. It is recommended to use proper image for production.
Outdoor AD_Horizontal B-1
KUMHO TIRE Corporate Identity Manual
AS 3.8-7

101.

1.7Y
0.2Y
0.25Y
0.16Y
7:1
Y
1.7Y
0.2Y
0.25Y
0.16Y
6:1
Y
0.2Y
1.75Y
0.175Y
Basic Grid
0.16Y
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 40% of the total height.
(2) The vertical Graphic Motif can not be moved horizontally.
(3) Use White Background image and images that distinctively
show the name or product features.
(4) Organize the layout without interfering with
the Kumho Tire Signature clear space.
Print: image print
Color: KT Red, KT Yellow, KT Dark Gray
5:1
0.125Y 0.26Y
Y
Y
0.115Y
0.15Y
1.5Y
0.15Y
0.1Y
3:2
Y
0.175Y
4:1
Y
* The image applied is an example. It is recommended to use proper image for production.
Outdoor AD_Horizontal B-2
KUMHO TIRE Corporate Identity Manual
AS 3.8-8

102.

2.5Y
0.4Y
0.3Y
0.125Y
7:1
Y
Image Area
0.3Y
0.25Y
2Y
0.175Y
6:1
Y
Image Area
0.255Y
1.75Y
0.175Y
Basic Grid
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 40% of the total height.
(2) The vertical Graphic Motif can not be moved horizontally.
(3) In image area, Use images that represent the Kumho Tire
and distinctively show the name or product features.
(4) Organize the layout without interfering with
the Kumho Tire Signature clear space.
0.2Y
5:1
Y
Image Area
0.255Y
1.5Y
0.175Y
0.225Y
Print: Image print
Color: KT Red, KT Yellow, KT Dark Gray
4:1
Y
Image Area
* It is recommended to use proper image for production. .
Outdoor AD_Horizontal C-1
KUMHO TIRE Corporate Identity Manual
AS 3.8-9

103.

0.3Y
1.7Y
0.25Y
0.16Y
7:1
Y
Image Area
0.3Y
1.7Y
0.25Y
0.16Y
6:1
Y
Image Area
0.255Y
1.75Y
0.175Y
Basic Grid
Application Standard
(1) The portion of 'KT Yellow' of the Graphic Motif
should be equal to 40% of the total height.
(2) The vertical Graphic Motif can not be moved horizontally.
(3) In image area, Use images that represent the Kumho Tire
and distinctively show the name or product features.
(4) Organize the layout without interfering with
the Kumho Tire Signature clear spac

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