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  • Brand Guidelines
  • Usage Guidelines

Usage Guidelines

  • The HL Brand Guidelines define the visual identity elements and design standards used to protect brand assets and maintain a consistent brand image.
  • These guidelines provide a clear framework for communicating and managing the HL brand. All users must understand and follow them.
  • Consistent application strengthens the clarity, impact, and effectiveness of HL brand communications. Always follow the detailed standards in this guide.
  • These guidelines are internal regulations for managing the HL Group’s visual identity and may not be disclosed or reproduced without authorization.
  • No part of these guidelines may be modified without approval. Contact the responsible department with any questions.
  • The guidelines may be updated when necessary in consultation with the responsible department of the relevant affiliate.
Basic Brand Usage Rules
Key Restrictions
Background Colors
  • The HL Symbol may not be used on its own.
  • The HL Symbol may be used only in Group communications when combined with the HL Wordmark.
  • Affiliate name lockups must combine the HL Wordmark with the company logotype.
    They may not be combined with the HL Symbol.
BS 1.01
BS 1.03
BS 1.04
  • Do not alter the Identifier’s form or color combinations. The examples below are prohibited, as is any use that distorts or damages the brand image.
BS 1.14
  • The Identifier should remain clearly visible. Use it on a solid-color background whenever possible, or follow the approved background color combinations shown below.
BS 1.10
BS 1.11
BS 1.12

HL Group Affiliate Contacts

Holding Sector
Team Brand Strategy Contact Suyeon Bae
Business Sector
Team Strategy Planning Contact Eunah Choi
Team Sustainable & Relations Contact Mina Park
Team Corporate Planning Contact Seungju Lee
Team Communication Team Contact Jin Kim

Brand Guidelines