Doosan’s CI provides guidelines for each element of the Doosan Visual System including the logo. Through the CI, Doosan's image as a company that enriches the lives of people all around the world is made apparent.
Doosan’s logo also stands for the image of a good company
that Doosan seeks to project – a warm, confident, powerful and
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The three blocks represent the 'people' to which Doosan will devote itself, namely meaning employees, customers and all of humankind. The squares are angled to indicate forward motion, representing our aspirational spirit.
Blue symbolizes reliability and rationality, whereas green reflects warmth and compassion. The combination of the three colors signifies the harmony and balance among people and the gradation from blue to green symbolizes Doosan’s vast potential for growth.
The logo should be surrounded by a clearspace. A minimum distance equal to the height of the “D” must be allowed above, below and to the sides of the logo. Maintaining this minimum clearspace will ensure that the logo is never crowded or linked too closely to other graphic elements.
Whenever possible, the Doosan logo should be used with all of its components, including the three color blocks and while Doosan logotype. However, in applications with extremely limited space, such as on excavator arms, the Doosan logotype may be used alone. When used by itself, the Doosan logotype should never be rendered at a width of less than 14 millimeters.