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We are SK E&C – delivering happiness through technology to the world

PRESS CENTER CI

Communication Name Guidelines

1. If the height of logo mark’s “K” is X, the height of “Wing of Happiness“ is 1.1 times that of X.
2. The spacing rule for the Korean corporate signature is 0.8 times that of X, and for English is 0.7 times that of X.
3. The spacing between the SK identifier and a corporate name should be 0.8 times that of X for the Korean font and 0.7 times that of X form the English font.
4. When applying colors for the communication names, make sure the logo mark is in SK Red and the corporate name in SK Orange. As for dual tone(black and white) application, apply 100% black for the logo mark and 60% black for the corporate name.

Clear Space Rule A example

Clear Space Rule A

When applying the SK identifier, make sure to have sufficient clear space according to these guidelines. Assuming the letter “K” of the logo mark is X high, there should be 0.5 times around the space of X in all directions.

Clear Space Rule B example

Clear Space Rule B

This particular rule is applicable only if it is difficult to secure visibility due to space limitations and it is important to maximize the visibility of media applications such as outdoor billboards or rotational ad panels at sports stadiums. Assuming the letter “K” of the logo mark is X high, there should be 0.25 times around the space of X in all directions.

Color Scheme

CI introduce color system example(color)

Primary Colors

The primary color palette consisting of SK Red and SK Orange should be printed with a color chip.

SK E&C SK Red SK Orange
Pantone Color 186C 158C
Process Color C0, M100, Y81, K4 C0, M61, Y97, K0
RGB Color R234, G0, B44 R255, G122, B0

CI introduce Color Scheme example(Black and White(Dual Tones))

Black and White(Dual Tones)

For black and white dual tone prints, Black 100% and 60% should be applied for the symbols marks, but it should be made sure that there is clear difference in luminosity(color values).

SK E&C SK Black SK Gray
Pantone Color K100 K100

Background Color Scheme

Background Color Value

The SK identifier should be in colors in principle with backdrop color value ranging from below 30% to above 80%.

CI introduce Background Color Scheme Background Color Value example

Applied on a white background, Full Color, Gold, Silver and Black can be used. example

Applied on a white background, Full Color, Gold, Silver and Black can be used.

Applied on an achromatic background with less than 30% of luminosity, Full Color and Black can be used. example

Applied on an achromatic background with less than 30% of luminosity, Full Color and Black can be used.

Applied on a black background, Full Color, White, Gold and Silver can be used. example

Applied on a black background, Full Color, White, Gold and Silver can be used.

Color

The SK identifier should be in colors in principle with backdrop color value ranging from below 30% to above 80%.

C I Background Color Scheme Color example

Black & White Usage / Special Printing

If the SK identifier is in black and white, use black 1 degree(K100% + K60%) for the luminosity below 30% and use white for the luminosity above 30%. Other applicable types of special printing include gold, silver, white and black fold embossing.

C I Background Color Scheme Black & White Usage / Special Printing example

Signature

Basic(Color Expression)

CI introduce Signature(Basic(Color Expression))

Basic(Black and White Expression)

CI introduce Signature(Basic(Black and White Expression))

Abbreviated Corporate Names

An abbreviated corporate name in horizontal alignment can be applicable when the SK identifier needs to be highlighted more than the corporate signature or when the space is too show the full-bleed “Wing of Happiness” on the applied form.

Horizontal

CI introduce Signature(Basic(Color Expression))

Vertical

CI introduce Signature(Basic(Black and White Expression))