SK Innovation E&S

Brand

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Coporate Identity (CI)

The logo mark takes into
consideration the harmony
with "Happy Wing"

The logo mark is designed with consideration given to the formative characteristics of the "Happy Wing". Using the logo mark solely has the advantage of fewer spatial restrictions and better legibility, but it lacks the symbolism to be used as an identifier representing SK. Therefore, in principle, when expressed in the media, the logo mark should be used in combination with the "Happy Wing" symbol mark for the effective delivery of the SK identifier.
  • The formative characteristics of the logo mark 1
    The logo mark is designed with a Bliss Bold font. Bliss Bold is a smooth and curvaceous font with a simple and legible structure.
  • The formative characteristics of logo mark 2
    The ends of the "S" and "K" are in curves so that the sense of space between the letters is expressed. These formative characteristics deliver a gentle and friendly image.

The basic symbol mark "Happy Wing"

"Happy Wing" is the element that represents SK identifier’s formative characteristics and symbolism the best. To avoid any image degradation from distortion, modification, and misuse of the identity, the regulations and principles associated with the application of the symbol mark must be adhered to. "Happy Wing" is the representation of two soaring wings with the motif of a communication satellite, kite, etc., symbolizing the advancement of energy, chemical and information communication businesses, the two growth axes of SK, and is the face of SK embodying the enterprising spirit towards the global market and the will of "the pursuit of happiness."
  • The formative characteristics of the symbol mark 1
    It expresses a dynamic and enterprising sentiment along with the meaning of soaring. When using the symbol mark in the identifier, the specified angle on the left (29.4˚) should be followed.
  • The formative characteristics of the symbol mark 2
    The white line of "Happy Wing" represents the "S" and "K" of SK. This is for the reinforcement of SK’s identifier, and it should not be dislocated or distorted.

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Spatial regulations

In order to maintain the formative characteristics of the SK identifier, there should be a minimal protected space around the symbol mark and logo mark. The spatial regulations of the symbol mark and the logo mark are divided into spatial regulations A and B, which must be followed.

    • Logo mark’s spatial regulation A
      When applying the logo mark, there must be enough clear space as per the spatial regulations. When assuming the height of "K" in the logo mark is X, there has to be 0.5X of space on every side.
    • Logo mark’s spatial regulation B
      Spatial regulation B can be applied only when legibility cannot be secured due to spatial restrictions in the media such as billboards, drafts, and printouts, where legibility is important. When assuming a height of "K" in the logo mark is X, there has to be 0.25X of minimum space on every side.
    • Symbol mark’s spatial regulation A
      The symbol mark is located on the top right of the logo mark, considering the optical progress direction of the "Happy Wing". When assuming the height of "K" in the logo mark is X, the size of the symbol mark should be 1.1X and the distance between the symbol mark and the logo mark should be 0.25X.
    • Symbol mark’s spatial regulation B
      In case the reproduction data cannot be applied to the CD, it can still be utilized by drawing. But the drawing has to be precise and in accordance with the regulations in a way that the SK identifier is not damaged.

Main color

SK’s colors consist of main colors and sub-colors. SK Red and SK Orange are the main colors of SK, representing SK. In particular, the color usage standards should be complied with because the repetitive use of the same colors plays an important role in building the image of SK.

  • SK Red
    • PANTONE® 186 C
    • RGB 234 / 0 / 44
    • #EA002C
    • CMYK 0 / 100 / 81 / 4
  • SK Orange
    • PANTONE® 158 C
    • RGB 255 / 122 / 0
    • #F47725
    • CMYK 0 / 66 / 97 / 0

Sub-colors

Other than the main colors, the sub-colors of SK consist of SK Yellow, SK Green, SK Teal, SK Blue, SK Navy, SK Purple, SK Black, and SK White. The color regulations specified in this clause must be complied with in order to display consistent colors in various environments and channels.

    • SK Yellow
      • PANTONE® 7408 C
      • RGB 251 / 188 / 55
      • #FBBC05
      • CMYK 0 / 20 / 100 / 0
    • SK Green
      • PANTONE® 2292 C
      • RGB 155 / 207 / 10
      • #B3CF0A
      • CMYK 43 / 0 / 100 / 0
    • SK Teal
      • PANTONE® 3275 C
      • RGB 0 / 154 / 147
      • #009A93
      • CMYK 100 / 0 / 50 / 0
    • SK Blue
      • PANTONE® 300 C
      • RGB 0 / 114 / 198
      • #0072C6
      • CMYK 100 / 50 / 0 / 0
    • SK Navy
      • PANTONE® 288 C
      • RGB 14 / 48 / 109
      • #0E306D
      • CMYK 100 / 78 / 0 / 37
    • SK Purple
      • PANTONE® 526 C
      • RGB 104 / 33 / 122
      • #68127A
      • CMYK 75 / 100 / 0 / 0
    • SK White
      • PANTONE® White
      • RGB 255 / 255 / 255
      • #FFFFFF
      • CMYK 0 / 0 / 0 / 0
    • SK Black
      • PANTONE® Black
      • RGB 0 / 0 / 0
      • #000000
      • CMYK 0 / 0 / 0 / 100