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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.


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  • Color

    Doosan CI Three Blocks

    'The color representing the Doosan Group'

    “Endeavour Blue”
    “Working hard on new things”

    Endeavour Blue is the color of initiative and positivity.
    It is the color of determination for a new world with positive thinking and a thirst for challenges.
    Endeavour Blue is a warm, hopeful color for a bright future.
    It is the color of vitality that foresees the future and prepares for it with a positive attitude.


    Doosan CI Color gide
  • Rules on background color application

    For the logo on the background in the main color or black & white,
    100~80% white and 20~0% exclusive colors are used.

    doosan ci logo type
  • Clear Space

    Securing a margin around the logo prevents the logo from looking cluttered or chaotic by being overly adjacent to elements such as headlines, main text, and images. Always use minimal margins to maintain the logo’s original form and maximize visibility and visual impact.

    • Wordmark_ Clear Space A

      doosan ci outline

      When applying Wordmark, it is necessary to secure sufficient space according to the space regulations. Based on Doosan’s “D” height, there must be a minimum space of “D” height on all sides.

    • Wordmark_ Clear Space B

      doosan ci color type

      Margin B can be applied if it is difficult to assure readability due to space constraints in outdoor media, such as outdoor advertising and stadium fences, where readability is important.

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We aspire to become a Proud Global Doosan - a leading innovator of products and services that improve the quality of life for people and communities around the world.

Our Strategy


Doosan’s strategy is based on the principle of “2G” - Growth of Business by Growth of People. 2G is a virtuous circle where people drive the business growth, which in turn provides our people the opportunity for advancement. Doosan believes that sustained success can only come through people.

Global Network

Global Network

Find out how Doosan Lentjes is creating innovation and changes around the world.

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