WAYNE, NJ — Hankook Tire Co. unveiled a new corporate identity program during a recent presentation at its headquarters in Seoul, Korea.

The new look is the latest in a series of strategic moves to build the company’s global image as a leading manufacturer and marketer of tires. A Hankook task force has been working with several research firms around the world along with internationally known graphic designer Neville Brody from the U.K. for the past year on coming up with the new design.

According to Bill Bainbridge, marketing director for Hankook Tire America Corp., the new look will be applied to all visual materials and media according to a rolling application schedule. “In the coming days, weeks and months, we will be updating and changing everything you can imagine from stationary, signage, point-of purchase materials to all of our media advertising materials.

“These are exciting times for a dynamic company like Hankook to make a bold new impression in the marketplace” added Bainbridge. “Our long term goal in the United States is to build brand awareness and brand equity with consumers to a level that rivals any/all of our competitors. What follows is an explanation of how the new CI program will assist us here in the U.S. and around the world in reflecting our ambitious rise in the global tire ranks.”

The new brand was created to present the image of a forward-looking, innovative company. Hankook has coined the term “proactive tireship” to express what it describes as its “determination to grow with the customers, creatively taking on any challenge to emerge as one of the world’s foremost tiremakers in the 21st century.”

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