Kumho Tire’s new identity design, 
leaping forward as a premium brandYear

Role
Collaborator2023

Senior Designer

Minjae Huh, Junbeom Woo, Will Lee, 
Jaehwi Han, Juhee Park, Jumyoung Lee

LIFT-OFF(Icons, Pictograms), Depth Studio(3D Design)

KUMHO LEAP. Inspired by the rising form of the letter “K,” the motif represents Kumho’s spirit of innovation and momentum toward the future.We partnered with an external agency on the icon system to build an integrated sidewall design that visually communicates Kumho Tire’s technologies. While the agency created the icons from the brand’s core motifs, we worked closely with them to ensure consistency, scalability, and a cohesive brand experience.


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