The group’s new design was unveiled by its chairman, Sam-Koo Park, during a ceremony at Kumho Art Hall in Seoul, Korea in the presence of the presidents of its associate companies and more than 300 directors and staff.
“The new corporate identity expresses the company’s strong will to attain its vision for the future together with its customers and embodies its declared intention of reaching new heights of success,” a company statement explained.
The logotype contains two elements: the corporate name communicated in a fresh, modern style and a powerful symbol in the familiar Kumho red which integrates the ‘K’ and multicoloured wing symbols that have represented Kumho and Asiana for more than 20 years.
The new CI embraces both the group and its subsidiaries, including Kumho Tires and Asiana Airlines. Each company within the group will have its own distinctive signature, which combines the symbol, a unique and unifying icon, and a wordmark identifying the individual business.