56045

KUMHO TIRE Corporate Identity Manual

¡ 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

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

Introduction

Introduction

This CI manual will establish a unique brand image for Kumho Tire.

KUMHO TIRE Corporate Identity Manual

¡ 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

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

Basic System

BS 1.0

Signature

BS 2.0

Graphic Motif

BS 3.0

Typography

¡ 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

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

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

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

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 ę¸ˆ

*X = Width of ě–´

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

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

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

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

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

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 ę¸ˆ

= 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

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

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

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

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

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

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

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

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

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

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

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

¡ 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

Graphic Motif

Graphic Motif color

KT Yellow (or PANTONEÂŽ 1235 C) CMYK : 0.32.95.0 : RGB 253.181.37

KT Red (or PANTONEÂŽ 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

Graphic Motif Basic Provision

X 38Ëš 2X

9.5X

2X 38Ëš 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

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

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

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

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

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

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

Graphic Motif Exceptional Rules

X 38Ëš 2X 5X 2X 38Ëš 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

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

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

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

¡ 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

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

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

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

¡ 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

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 kgh@kumhotire.com

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

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 kgh@kumhotire.com

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

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

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

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

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

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

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

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

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

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

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

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

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 B

KUMHO TIRE Corporate Identity Manual

AS 1.8-2

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

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

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

Promotion Item

KUMHO TIRE Corporate Identity Manual

AS 1.10

¡ 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

· 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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 space.

Print: image print Color: KT Red, KT Yellow, KT Dark Gray

0.16Y

5:1

Y

Image Area

0.2Y

1.5Y

0.15Y 0.175Y

4:1

Y

Image Area

* It is recommended to use proper image for production. .

Outdoor AD_Horizontal C-2

KUMHO TIRE Corporate Identity Manual

AS 3.8-10

Design Examples (Outdoor AD_Horizontal B-2)

Outdoor AD_Horizontal

KUMHO TIRE Corporate Identity Manual

AS 3.8-11

1:6

0.1X 0.16X

1:5

0.1X 0.16X

1:4

3X

0.125X 1.6X

3X

2.5X

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.

2:3

0.115X

0.8X

0.125X

Print: Image print Color: KT Red, KT Dark Gray * The image applied is an example.

It is recommended to use proper image for production X

X

X

X

Outdoor AD_Vertical A

KUMHO TIRE Corporate Identity Manual

AS 3.8-12

1:6

0.1X 0.16X

1:5

0.1X 0.16X

1:4

3X

0.125X 0.16X

3X

Basic Grid Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total width.

(2) The horizontal Graphic Motif can not be moved vertically.

(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.

0.25X

2.5X

2:3

0.115X

0.8X

0.25X

0.125X 0.25X

0.15X

Print: Image print Color: KT Red, KT Dark Gray * The image applied is an example.

It is recommended to use proper image for production X

X

X

X

Outdoor AD_Vertical B

KUMHO TIRE Corporate Identity Manual

AS 3.8-13

Type A-1 /

Design Examples

White Background 0.95Y 0.1Y Y 0.1Y 5Y

Type A-2 / Red Background 0.95Y 0.1Y Y 0.1Y 5Y

Basic Grid 5 : 1 Application Standard (1) The priority of this medium is to emphasize the Kumho Tire Signature so it can be applied regardless of the clear space regulation.

(2) The priority of this medium is to emphasize the Kumho Tire Signature so the Graphic Motif must be excluded.

Print: Image print Color: KT Red, KT Dark Gray

* The image applied is an example.

A Board Sign A

KUMHO TIRE Corporate Identity Manual

AS 3.9-1

Type B-1 /

Design Examples

White Background 1.3Y 0.75Y Y 0.1Y 0.1Y 0.1Y 5Y

Type B-2 / White & Dark Gray Background 1.3Y 0.75Y Y 0.1Y 0.1Y 0.1Y 5Y

Basic Grid 5 : 1 Application Standard (1) The priority of this medium is to emphasize the Kumho Tire Signature so it can be applied regardless of the clear space regulation.

(2) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total width.

Print: Image print Color: KT Red, KT Yellow, KT Dark Gray

* The image applied is an example.

A Board Sign B

KUMHO TIRE Corporate Identity Manual

AS 3.9-2

Vertical Banner Type A

Type B

Hotizontal Banner

Basic Grid

Type A

Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total width.

(2) The vertical Graphic Motif can not be moved horizontally.

(3) The horizontal Graphic Motif can not be moved vertically.

Type B Print: Image print Color: KT Red, KT Yellow, KT Dark Gray

X Banner

KUMHO TIRE Corporate Identity Manual

AS 3.10

Hotizontal Flag

Vertical Flag Type A

Type A

Type B

Basic Grid Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total width.

(2) The vertical Graphic Motif can not be moved horizontally.

(3) The horizontal Graphic Motif can not be moved vertically.

Type B

Print: Image print Color: KT Red, KT Yellow, KT Dark Gray

Flag A

KUMHO TIRE Corporate Identity Manual

AS 3.11-1

19.5

98

39

20

980

20

980

36

19.5

Basic Grid (Size : 1350mm x 900mm)

98

Regular Material: White quality satin (velvet) Print: Embroidered in designated color (the end should be decorated in silver) Color: KT Red, KT Dark Gray 39

36

Simplified Material: White polyester (synthetic fiber) Print: Textile printing Color: KT Red, KT Dark Gray Scale: 3% Unit: cm

Flag B

KUMHO TIRE Corporate Identity Manual

AS 3.11-2

250

Title 200

150

100

50

Basic Grid Print: Offset Print Color: KT Red, KT Dark Gray

Photo Wall A

KUMHO TIRE Corporate Identity Manual

AS 3.12-1

250

Title 200

150

100

50

Basic Grid Print: Offset Print Color: KT Red, KT Dark Gray

Photo Wall B

KUMHO TIRE Corporate Identity Manual

AS 3.12-2

¡ This is a guideline to vehicles used for internal and external uses.

AS 4.1

Shuttle Bus

¡ All items must maintain a consistent format to achieve Kumho Tire's

AS 4.2

Truck

AS 4.3

Vehicle (for business use)

AS 4.4

CS Vehicle

unique image & tone for communication.

AS Vehicle

Front View

Side View

Rear View

Basic Grid Print: Paint and image print Color: KT Red, KT Yellow, KT Dark Gray

Shuttle Bus A-1

KUMHO TIRE Corporate Identity Manual

AS 4.1-1

Front View

Side View

Rear View

Basic Grid Print: Paint and image print Color: KT Red, KT Yellow, KT Dark Gray * Apply the Signature to the total width of the bus excluding 10% of the total bus width.

Shuttle Bus B-1

KUMHO TIRE Corporate Identity Manual

AS 4.1-3

Front View

Side View

Rear View

Basic Grid Print: Paint and image print Color: KT Red, KT Yellow, KT Dark Gray

Truck A

KUMHO TIRE Corporate Identity Manual

AS 4.2-1

Top View

Front View

Side View

Rear View

Basic Grid Print: Paint and image print Color: KT Red, KT Yellow, KT Dark Gray

Truck B

KUMHO TIRE Corporate Identity Manual

AS 4.2-2

Front View

Side View

Rear View

Basic Grid Print: Paint and image print Color: KT Red, KT Yellow, KT Dark Gray

Vehicle (for business use)

KUMHO TIRE Corporate Identity Manual

AS 4.3

Front View

Side View

Rear View

Basic Grid Print: Paint and image print Color: KT Red, KT Yellow, KT Dark Gray

CS Vehicle A

KUMHO TIRE Corporate Identity Manual

AS 4.4-1

Front View

Side View

Rear View

Basic Grid Print: Paint and image print Color: KT Red, KT Yellow, KT Dark Gray

CS Vehicle B

KUMHO TIRE Corporate Identity Manual

AS 4.4-2

¡ This chapter provides guidelines on Kumho Tire's retail identity.

When applying, the image & tone must be maintained and careful attention must be paid to avoid any misapplications.

AS Retail Identity

AS 5.1

Strategy

AS 5.2

Exterior Concept

AS 5.3

Paint

AS 5.4

Shopboard

AS 5.5

Office Window Design

AS 5.6

Service Bay

AS 5.7

Pictosign

AS 5.8

Awining & Shutter Graphic

AS 5.9

Tire Rack

AS 5.10

Boardlines

AS 5.11

Sales Counter & Counter Sign

AS 5.12

Brochure Stand

Sign- Flex type (over 5:1)

Dealer Name

123 - 4567

Sign- Flex type (below 4:1) Dealer Name 123 - 4567

Retail identity Dealer Name 123 - 4567

Strategy

KUMHO TIRE Corporate Identity Manual

AS 5.1-1

Sign- Channel type (Ver. A) Dealer Name

123 - 4567

Sign- Channel type (Ver.B) Dealer Name

123 - 4567

Retail identity Dealer Name 123 - 4567

Strategy

KUMHO TIRE Corporate Identity Manual

AS 5.1-2

Dealer Name

123 - 4567

Version_1

Dealer Name

Version_2

Dealer Name

123 - 4567

123 - 4567

Version_3 * The architecture applied is an example.

Exterior Concept

KUMHO TIRE Corporate Identity Manual

AS 5.2

1

3

2

4 2

Dealer Name 123 - 4567

5

Basic Type 1 2 3 4 5

KT White KT Dark Gray KT Yellow KT Red KT Gray

Paint_Specification

KUMHO TIRE Corporate Identity Manual

AS 5.3

THK 3mm PC process / Specified colored sheets must be laser-cut prior to attachment.

paint with specified color

THK 3mm PC process / Specified colored sheets must be laser-cut prior to attachment

Dealer Name

123 - 4567

THK 3mm PC process / Specified colored sheets must be laser-cut prior to attachment.

Basic Type Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total height.

(2) Flex type sign with less than 4:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 5:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

Color: KT Red, KT Yellow, KT Dark Gray, KT White

Shopboard_Specification (Flex Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-1

Lighting Box

Dealer Name

123 - 4567

Dealer Name

123 - 4567

Basic Type Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total height (2) Flex type sign with less than 4:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 5:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

Color: KT Red, KT Yellow, KT Dark Gray, KT White

Shopboard_Specification (Flex Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-2

3D Vacuum Molding / use LED lighting THK 3mm PC process / Specified colored sheets must be laser-cut prior to attachment.

paint with specified color THK 3mm PC process / Specified colored sheets must be laser-cut prior to attachment.

Dealer Name 123 - 4567

THK 3mm PC process / Specified colored sheets must be laser-cut prior to attachment.

Basic Type Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total height.

(2) Flex type sign with less than 4:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 5:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

Color: KT Red, KT Yellow, KT Dark Gray, KT White

Shopboard_Specification (Channel Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-3

LED Lighting

Color Flim Sheet KT Red

PET 3D Vaccum Molding

Color: KT Red

Shopboard_Specification (Channel Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-4

2X

60%

4:1

X 0.1X 40%

Dealer Name 123 - 4567

0.075X

2X

60%

3:1

X 0.1X 40%

Dealer Name 123 - 4567

0.075X

Basic Grid Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total width.

(2) Flex type sign with less than 4:1 ratio must apply the horizontal Graphic Motif.

1:1 (3) Flex type sign with greater than 5:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

1.75X

0.85X

60%

60%

X 0.08X 40%

X 0.1X 40%

Dealer Name 123 - 4567

2:1

0.075X

Dealer Name

123 - 4567

0.075X

Color: KT Red, KT Yellow, KT Dark Gray, KT White

Shopboard_Specification (Flex Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-5

3.1X

16:1

0.15X

X

Dealer Name 70%

0.15X

X

Dealer Name 70%

Application Standard 14:1 (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total height.

(2) Flex type sign with less than 4:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 5:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 70% area of the Shopboard and the dealer name and no. should be in the center of 30% area of the Shopboard.

Color: KT Red, KT Yellow, KT Dark Gray, KT White

0.12X

0.15X

X

Dealer Name 70%

123 - 4567

0.12X

30%

3.1X

13:1

123 - 4567

30%

3.1X

Basic Grid

0.12X

30%

3.1X

15:1

123 - 4567

X

0.15X

Dealer Name 70%

123 - 4567

0.12X

30%

Shopboard_Specification (Flex Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-6

3.1X

12:1

0.15X

X

Dealer Name 70%

0.15X

X

Dealer Name 70%

X

Dealer Name 70%

Color: KT Red, KT Yellow, KT Dark Gray, KT White

123 - 4567

0.12X

30%

3.1X

9:1

0.12X

0.15X

Basic Grid Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total height.

(2) Flex type sign with less than 4:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 5:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 70% area of the Shopboard and the dealer name and no. should be in the center of 30% area of the Shopboard.

123 - 4567

30%

3.1X

10:1

0.12X

30%

3.1X

11:1

123 - 4567

X

0.15X

Dealer Name 70%

123 - 4567

0.12X

30%

Shopboard_Specification (Flex Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-7

3.1X

8:1

0.15X

X

Dealer Name 60%

0.15X

X

Dealer Name 60%

X Dealer Name

60%

Color: KT Red, KT Yellow, KT Dark Gray, KT White

0.12X

0.15X

Basic Grid Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total height.

(2) Flex type sign with less than 4:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 5:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

123 - 4567

40%

3X

6:1

0.12X

40%

3.1X

7:1

123 - 4567

0.12X

40%

2.5X

5:1

123 - 4567

X

0.15X

Dealer Name 123 - 4567

60%

0.12X

40%

Shopboard_Specification (Flex Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-8

6X

16:1

0.15X

X Dealer Name 70%

0.15X

X Dealer Name 70%

Color: KT Red, KT Yellow, KT Dark Gray, KT White

123 - 4567

0.1X

30%

6X

Basic Grid Application Standard 14:1 (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total height.

(2) Flex type sign with less than 8:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 9:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

0.1X

30%

6X

15:1

123 - 4567

0.15X

X Dealer Name 70%

0.1X

30%

6X

13:1

123 - 4567

0.15X

X Dealer Name 70%

123 - 4567

0.1X

30%

Shopboard_Specification (Channel Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-9

5.6X

12:1

0.15X

X Dealer Name 70%

0.15X

X Dealer Name 70%

10:1

0.1X

0.15X

X Dealer Name

Basic Grid 70%

Color: KT Red, KT Yellow, KT Dark Gray, KT White

123 - 4567

30%

4.7X

Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total height.

(2) Flex type sign with less than 8:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 9:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

0.1X

30%

5X

11:1

123 - 4567

0.1X

30%

4.2X

9:1

123 - 4567

X

0.15X

Dealer Name 70%

123 - 4567

0.1X

30%

Shopboard_Specification (Channel Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-10

3X

8:1

X

60% 40%

Dealer Name

0.1X 0.1X 123 - 4567

0.05X

3X

7:1

X

60% 40%

Dealer Name

0.1X 0.1X 123 - 4567

0.05X

3X

6:1

Basic Grid Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total width.

(2) Flex type sign with less than 8:1 ratio must apply the horizontal Graphic Motif.

(3) Flex type sign with greater than 9:1 ratio must apply the vertical Graphic Motif.

(4) The CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

X

60% 40%

Dealer Name

0.1X 0.1X 123 - 4567

0.05X

3X

5:1

X

60% 40%

Dealer Name

0.1X 0.1X 123 - 4567

0.05X

Color: KT Red, KT Yellow, KT Dark Gray, KT White

Shopboard_Specification (Channel Type)

KUMHO TIRE Corporate Identity Manual

AS 5.4-11

Basic Grid Application Standard (1) The Frame Bar may not exceed 20cm in height.

(2) The height of the Channel Type must be 45-50cm based on the height of K. Color: KT Red, KT Yellow, KT Dark Gray, KT White

45

Dealer Name

20

THK 1.2mm stainless steel painted in designated color / install L-shaped bracket on the back

123 - 4567

THK 5mm PC process / Specified colored sheets must be laser-cut prior to attachment.

Shopboard_Specification

KUMHO TIRE Corporate Identity Manual

AS 5.4-12

THK 2mm G/V Steel Frame / paint in specified color

THK 2mm G/V Steel Frame / paint in specified color

Basic Type

Dealer Name Application Standard (1) For the vertical Shopboard, the portion of 'KT Yellow' of the Graphic Motif should be equal to 40% of the total width.

(2) For the horizontal Shopboard, the portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total width.

(3) For the horizontal Shopboard, the CI should be applied in the center of 60% area of the Shopboard and the dealer name and no. should be in the center of 40% area of the Shopboard.

123 - 4567

Dealer Name 123 - 4567

Color: KT Red, KT Yellow, KT Dark Gray, KT White

Shopboard_Specification

KUMHO TIRE Corporate Identity Manual

AS 5.4-13

Designated colored Sheets must be laser-cut before attaching / Print designated colored silkscreens

Basic Type Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% width of the window.

(2) The Graphic Motif of the office window design can be moved vertically.

Designated colored Sheets must be laser-cut before attaching / Print designated colored silkscreens

Color: KT Red, KT Yellow, KT Dark Gray *The architecture applied is an example.

Office Window Design

KUMHO TIRE Corporate Identity Manual

AS 5.5

*The architecture applied is an example.

Service Bay

KUMHO TIRE Corporate Identity Manual

AS 5.6

Basic Grid

Oil

Audio

Tire

Seat

Wheel

Suspention

Audio

Alignment

Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total height.

(2) The Graphic Motif of the pictosign can be moved horizontally.

Color: KT Red, KT Yellow, KT Dark Gray

Pictosign

KUMHO TIRE Corporate Identity Manual

AS 5.7

Basic Type Application Standard (1) The portion of 'KT Yellow' of the Graphic Motifif should be equal to 30% width of the shutter.

(2) The Graphic Motif of the shutter can be moved vertically.

Color: KT Red, KT Yellow, KT Dark Gray

Awining & Shutter Graphic

KUMHO TIRE Corporate Identity Manual

AS 5.8

Top View

Front View

Tire Rack

KUMHO TIRE Corporate Identity Manual

AS 5.9-1

Basic Type Application Standard (1) The portion of 'KT Yellow' of the Graphic Motifif should be equal to 30% width of the board (2) The Graphic Motif of the tire rack can be moved vertically.

Color: KT Red, KT Yellow, KT Dark Gray

Tire Rack

KUMHO TIRE Corporate Identity Manual

AS 5.9-2

Boardlines

KUMHO TIRE Corporate Identity Manual

AS 5.10

1800

1000

30

Dealer Name

123 - 4567

600

Basic Type Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total width.

(2) The Graphic Motif of the counter sign can be moved vertically.

Color: KT Red, KT Yellow, KT Dark Gray, KT White

Sales Counter & Counter Sign

KUMHO TIRE Corporate Identity Manual

AS 5.11

600

30

320

1630

Basic Type Application Standard (1) The portion of 'KT Yellow' of the Graphic Motif should be equal to 30% of the total width (2) The Graphic Motif of the brochure stand can be moved vertically.

120 150

Color: KT Red, KT Yellow, KT Dark Gray, KT White

Brochure Stand

KUMHO TIRE Corporate Identity Manual

AS 5.12

KUMHO TIRE Corporate Identity Manual