RANCHO CUCAMONGA, Calif. (Oct. 27, 2006) — Kumho Tire USA Inc. is introducing a new identity system, wordmark and symbol—designed to convey a company that is energetic and focused—at the 2006 Specialty Equipment Market Association (SEMA) Show in Las Vegas Oct. 31-Nov. 3.
The new symbol—a red caret pointing upward at a 45-degree angle to the right over the words Kumho Tire—will be used for dealer identification, motorsports teams, logo apparel and corporate signage, the company said.
The company's new slogan, “Driven Beyond the Expected,” will drive a revitalized culture and energy within the Kumho organization to create the high level of product quality and value that will differentiate the Kumho brand, said Rick Brennan, director of brand management for Kumho Tire USA.
The new brand identity will “articulate (Kumho's) corporate mission and vision as a company that is energetic and focused on creating innovative and reliable products for its motorsports, performance, commercial truck, light truck and passenger tire customers,” the company said.
“Whether it is Disney, Fed-Ex or Kumho Tires,” Mr. Brennan said, “it is important to unify a global brand with a distinct look, feel and focus. This new identity system expresses a unique visual identity that reflects the youthful energy of our company and the speed, precision and power of our products.”
As a Korean company, the visual identity conveys much about the mission, philosophy and approach of Kumho Tires. The identity system enables Kumho Tires to express a well-defined visual identity in the U.S. automotive market, the tire maker said, while maintaining a link to the global technology and manufacturing expertise of its parent company, Kumho Asiana.