Laufenn is a tire brand that is simple for reasonable consumer yet equipped with essential performance. To effectively communicate with our customer about reasonable and smart attributes of this brand, we have established the brand identity that is firm yet transforms flexibly. Laufenn is a word taken from German ‘Laufen’, Which means Run. The graphic motif is derived from the logo that has expressed the attribute of running well, and is used flexibly in various applications. While the key visuals of other tire companies generally emphasize design of their tires, Laufenn expresses in the key visual that the tire is designed to enhance the driving performance based on the properties of the roads. This allows the consumer to intuitively recognize the tire that fits one’s needs and objectives. The key visual of the road surface on the circuit for high-performance tires, off-road for SUV tires, and snowfield for ice tires are used. The brand identity system can be applied variably to a variety of products. Laufenn’s simple yet powerful color and shape that move fluidly are recognized as a good brand identity among tire brands that typically deliver rather stiff visual communication.