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Brand

Moving you towards a prosperous future
It is important to clearly recognize the oriented goal for HCE brand when it comes to brand communication activities.

Brand value of HCE originates from the company’s history and founder’s spirit and it can be a source of provision of what we should think, what to say, and how to do it. This value can be the basic foundation to express ourselves.

The core brand value of HCE is promise and effort to customers receiving more performances and benefits ultimately through HCE and it must be able to provide challenge, efficiency, and trust in products and services in a variety of fields. These activities need to continue with consistency in all customer contacts.
HCE 브랜드 가치 image

HCE Brand Values

  • Trustworthy, Mature, considered
  • Tenacious, positive, passionate
  • Responsive, Connected, Capable

HCE Brand Essence

  • Rock Solid
  • Pioneer spirit
  • Delivering More for Less

The unique aspects of HCE

  • •Strong Hyundai parent brand reputation
  • •Financially stable
  • •Valuing people more than capital
  • •Working to increase efficiency
  • •Getting a product to a customer fast
  • •Prepared to consider new solutions
  • • Local production ability in developing countries
  • •Always making improvements, always moving forward
  • •A can-do attitude
  • •Punching above its weight
  • •A comparatively new company, working hard to succeed
  • •Getting a product to a customer fast
  • •Products & services tailored to local needs
  • •Global network of relevant partnerships
  • •Offering the best value
Logo

As the logo is the most basic identity of all products
and services of HCE, it follows the master brand guide of HCE.

By considering the characteristics of the heavy equipment business it can be used in combination of
construction equipment, industrial vehicles and so on depending on the necessary media.
This follows the individual guide of required items (signage, vehicle).

Repeated and consistent use is essential in the use of the Logo and should not be able to change HCE
logo. Also, in terms of using it always has to be used as approved electronic artwork.

Master Logo
Master Logo image
Signature Application
Master Logo + Division
Master Logo + Division image
Brand Slogan

Moving you further is... The new brand slogan of HCE implies HCE’s core value of providing impressive quality
and service based on trust.

A business that sees beyond and goes further, pioneering product and service innovations, which
surprises the competitors and delights customers.

The new slogan does not replaces the existing “We build a better future” of the entire HCE group.
It considers the characteristics of HCE Division products and services.

By applying Condensed Black (77) rather than Frutiger Family (HCE formal designation font) it provides
robustness and confidence.

It can be used as 2 Lines & Colour depending on the colour and background image. Also, refer
to individual application sample as for detailed examples for this.

Type A - 1 Line
Type  A - 1 Line image
Type B - 2 Lines
type B - 2 Lines image
Corporate Colours - Basic

The colour of HCE is divided into main colour and secondary colour.
HCE Green and Yellow means ‘Forever renewed prosperity’ just as the buds grow in the shade of trees.
Be aware to use the Light Green for Hyundai Green when you use the logo as a dark negative background colour.

Corporate Colours - Secondary

In addition to the primary colours for corporate communication of HCE, Deep Blue, and Silver are
used as sub colours to expose areas of expertise and confidence of heavy equipment.

Presenting additional sub-colour by considering various use for Dealership, exhibition design and
so on, HCE Deep Blue must be used as a sub-colour not exceeding the HCE Blue percentage.

Corporate Colours - Secondary image

HCE Deep Blue

  • PANTONE 281
  • CMYK: C100 + M70 + K80
  • RGB: R0 + G9 + B60 / #000d3b
  • 3M Colour Film : Navy

Silver

  • PANTONE 877

Gold

  • PANTONE 871

Dark Grey

  • PANTONE Cool Grey 10
  • CMYK: C5 + K70

Medium Grey

  • PANTONE Cool Grey 6
  • CMYK: C10 + K30

Light Grey

  • PANTONE Cool Grey 1
  • CMYK: K10
Colour Scheme

In addition to the primary colours for corporate communication of HCE, Deep Blue, and Silver are
used as sub colours to expose areas of expertise and confidence of Heavy equipment.

Colour Scheme image
HCE Blue, HCE Deep Blue, Silver
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