The Hankook Tire & Technology Co., Ltd., was established in 1941, and has evolved from being a local South Korean tyre manufacturer to a global player in the tyre industry. The journey of the company is marked by significant milestones in production, technological advancements, and global expansion.
The Hankook logo has changed many times, and each of the changes has reflected its growth and evolution in the global tyre industry. The article delves into the history and evolution of the Hankook logo, among other details, of the company.
The Genesis of the Hankook Logo (1941 – 1969)
The original Hankook logo was introduced in 1941, which featured a bold, uppercase wordmark “Hankook Tires” in two levels, colours, and sizes. A distinctive aspect of the big sized “Hankook” wordmark written in a geometric sans-serif typeface was the overlapping of the letters “N” and “K”.
Additionally, the two “O”s were stylised to resemble black tyres and refer to the core product of the company. These were drawn in black with white accents at the top. Below this, the word “Tires” appeared in red, italicised uppercase letters, which added a dynamic touch to the design.
(1969 – 1999)
In 1969, the logo underwent a redesign that maintained the bold wordmark “Hankook” in black uppercase but introduced new elements to emphasise motion and dynamism. The letters “N” and “K” remained connected, and the “O”s in black continued to represent tyres. At the top of the logo was a zigzag pattern in red to symbolise tyre tracks. This was done to reinforce the company’s association with the tyre industry. The word “TIRE” in white uppercase was placed at the bottom on a straight strip of red, black, and blue.
(1999 – 2019)
The turn of the millennium brought a significant change to Hankook’s visual identity. The new logo featured an italicised brand name in an uppercase sans-serif font to convey a sense of speed and forward movement. Interestingly, the letter “a” was rendered in lowercase. An orange symbol resembling stylised tyre tracks or wings was introduced to the left of the wordmark. This was done to symbolise innovation, flight, and speed. This design aimed to present Hankook as a modern, global brand.
(2019 – Present)
In 2019, Hankook refined its logo to align with its corporate vision, “driving emotion.” The updated design retained the italicized wordmark in black and brightened the orange emblem to the left. Also, it introduced the slogan “driving emotion” in grey lowercase letters beneath the main logo. This iteration emphasises the company’s commitment to innovation and emotional engagement with its customers.
The Elements of the Hankook Logo
Font
The bold mixed-case wordmark of Hankook Tires is designed in a sleek, slanted sans-serif typeface with thick strokes and clean, straight edges. The font closely resembles EconoSans Pro 94 Black Expanded Italic or Neue Plak Extra Black Italic, though with subtle contour modifications.
Colour
The colour palette of the Hankook logo features a powerful and classic combination of red, black, and grey. These colours symbolise the professionalism, quality, confidence, and reliability of the brand.
The History of Hankook
The Hankook tyre company was founded as Chosun Tire Company in 1941 in Seoul, Korea. From 1942 onwards, it started manufacturing tyres to the tune of approximately 110,000 tyres annually. In 1962, Hankook made history by becoming the first Korean company to export car tyres, which marked the initial step the company took into the international market.
In 1974, Hankook developed Korea’s first radial tyre for passenger cars and thus showcased its commitment to innovation. The completion of the Daejeon Plant in 1979 bolstered its production capabilities. The 1980s saw the establishment of the Hankook Tyre R&D Centre in 1982 and the construction of Korea’s first tyre test track in 1985. These underscored the company’s focus on research and development.
The global footprint of Hankook expanded significantly during this period. The company established technical centres in the United States (1992), Europe (1997), and China (1998) to facilitate product development at the local level. The global production network got a further boost with the opening of the manufacturing facilities in China in 1999 and Hungary in 2008. In 2003, a strategic alliance with Michelin Group was formed, which further strengthened its position in the global market.
In 2011, Hankook announced a $1.1 billion investment to build a factory in West Java, Indonesia, and aimed to become the fifth-largest tyre manufacturer globally. The company also launched its sub-brand, Laufenn, in 2014 to target a broader customer base. In 2017, Hankook opened a new manufacturing plant in Clarksville, Tennessee, to mark its first production facility in the United States.
Interesting Facts About Hankook
- The word “Hankook” is the Korean word for “Korea.” This reflects the national pride the company takes for its origins in South Korea.
- Founded in 1941, Hankook was the first tyre company in South Korea and remains one of the most successful global brands in the country.
- Hankook is among the top 7 largest tyre manufacturers worldwide and competes with brands like Michelin, Bridgestone, and Goodyear.
- Hankook provides original equipment (OE) tyres for major car manufacturers, such as BMW, Mercedes-Benz, Audi, Porsche, Ford, Hyundai, and Toyota.
- Hankook is the official tyre supplier for major motorsport events, which include Formula E (since 2023), Super GT Racing, and DTM (Deutsche Tourenwagen Masters).
- Hankook operates a fully automated “smart factory” called Technoplex in South Korea, where AI and automation are used to optimise the production of tyres.
- The company is working on innovative tyre concepts, such as airless tyres (i-Flex), self-repairing tyres, and smart tyres with sensors for real-time data monitoring.
- Hankook has a massive global presence, with eight production plants spread across Korea, China, Hungary, Indonesia, and the USA.
- Hankook sponsors popular sports teams, which include Real Madrid (football/soccer), Borussia Dortmund (football/soccer), and NHL teams (ice hockey).
- Besides passenger car tyres, Hankook manufactures truck, bus, racing, and electric vehicle (EV) tyres and focuses on sustainability and performance.
Finally
The Hankook logo and its various iterations show the journey of the company from a local tyre manufacturer to a global industry leader. Each logo redesign captures the evolving identity and aspirations of the brand.