L. Creighton Dinsmore: experienced graphic designer and design educator
Kumho Asiana Corporation
The Korean conglomerate, Kumho, was in need of a new brand identity in order to compete with its better-known rival, Korean Air, and to expand its tire brand in the United States. This concept was entitled “Spark of Innovation”. That singular moment when someone arrives at the answer, discovers the solution or creates the concept. In other words, that “Aha” moment everyone strives for.