Communicating the dynamic energy of the brand with a refreshed logo and a simple, organized system to apply it.

Situation

As one of the most highly recognized Consumer Electronics manufacturers, Toshiba’s image was stable and reliable, built around quality products and a long-standing heritage. However, in a dynamic and ever-changing industry, the brand lacked excitement. Additionally, due to successful expansion efforts, the company also had numerous co-branding and partnership relationships. This added confusion and helped drive inconsistent brand identity. Toshiba asked us to help them communicate and clarify a fresh identity that better reflected the fast-paced energy of both their brand and the industry.

Solution

We evaluated existing identity elements in order to optimize the communication of brand values and assets. We enhanced the image of “speed and agility” by creating a ”connecting rule” — a graphic element that also helped to organize and clarify the relationship between the corporate brand, the business units and product brands.

Tone and manner guidelines were then developed to codify usage and define the rules of graphic application, for both internal and external audiences. Organizing the corporate brand into and easy to understand system has helped Toshiba to better manage and control their brand identity in the marketplace.