A new motif that leaps to a value beyond premium
Kumho Tire has been continuously changing its sidewall designs to keep pace with internal and external business environment changes and market trends. However, with the recent rapid growth of EVs and the changing trends in the overall tire industry, the need to build a next-generation sidewall identity system to establish a sustainable brand system has arisen. In response, Double D collaborated with Kumho Tire to redefine a brand motif that visually symbolizes the essence of Kumho. We developed sidewall designs and technology icons that were applied consistently to tires with different uses and specifications as well as sidewall identity guidelines, thereby creating an integrated and sustainable design system.

In order to deliver a consistent brand experience to customers through the sidewall designs, we needed a brand motif, that is, a non-verbal symbol that represents Kumho Tire. As a result, Double D defined the essence of Kumho by gathering the thoughts and opinions of both internal and external stakeholders through surveys, interviews, and market data analysis. Based on an examination of these results, we developed the brand motif “KUMHO LEAP” to visually symbolize Kumho Tire’s innovation as it leaps into the future. In doing so, we inherited the characteristic of the top part of the letter “K” that symbolizes Kumho.

Clear layout of tires according to purpose
Kumho Tire largely divides its tires into PCR, EV, and TBR tires depending on the purpose of use. Accordingly, we developed a sidewall layout that reflects the characteristics of each tire. It clearly communicates key information and uses many variations of the brand motif to maintain brand consistency. Through this, we strengthened the uniqueness and differentiation of our tires and established brand consistency.

To build an integrated sidewall design system unique to Kumho Tire, we updated the design of the technology icons, which represent the technology applied to the tires, and the TBR pictograms, which are imprinted on tires for heavy trucks and buses and which intuitively represent the purpose of the tires even in rugged environments. We reviewed the existing technology system to build a naming system that is easy to expand, then developed it into a graphic system that is linked to the brand motif and sidewall designs, all with the aim to build a consistent brand experience unique to Kumho Tire.

In order to indicate design differences by product grade, we developed pattern graphics that add the impression of the product brand for premium products and added tactile details through knurling post-processing engraved on the sidewall surface.

Icon system started from motifs
In order to build Kumho Tire's unique integrated sidewall design system, an icon that visually expressed the technology applied to the tire was needed. Accordingly, to maximize brand consistency, we developed an icon system that utilizes the formative characteristics of the brand motif. In addition, we established a naming system that takes into account the scalability of icons and created a consistent brand experience unique to Kumho Tire.

It was inevitable to update the design of the TBR pictogram, which is imprinted on truck and bus tires and represents the tire's purpose through an intuitive picture even in rugged environments. To this end, we reexamined the existing truck and bus tire system to establish an easily expandable naming system, linked it to the brand motif and sidewall design, and reorganized the graphic system and new BI for truck and bus tires.

Kumho Tire’s new pattern knurling
Previously, Kumho Tire's tire design used a layout that reflected the brand's characteristics. However, in order to become a premium brand and differentiate itself from other brands, we went through the process of developing pattern knurling that could more effectively convey the brand's identity in tire design.