PROJECT
- LIXIL
- New Group Identity
Development
We renewed our group brand by combining "LIVING" and "LIFE" into a new brand. Through identity development, we have contributed to the enhancement of the group brand value.
The JS Group has introduced a new group brand, “LIXIL,” by renewing the group brand that has been used since the merger of TOSTEM and INAX in 2001. Under the “Will Link Bridge” mark, which uses the corporate colors of both Tostem and INAX to represent a bridge between the two companies and their stakeholders, we have been conducting our business activities by leveraging the collective strength of the group while respecting the independence of each operating company. With the rapidly changing environment surrounding the JS Group as a whole, there was a need to shift from the concept of a “collection of stand-alone businesses” to that of a “comprehensive housing and lifestyle company.
The “Life” and “Live” meet in the center of the logo and overlap with the “X” of “new possibilities in housing and living,” expressing the fact that we are a corporate group that meets expectations. The symmetrical and simple logo gives a sense of security, and the gentle curl of the logo brings gentleness and friendliness. The orange color symbolizes the warmth of people and their lives, while the gray color represents environmental and eco-friendly values and the advanced technology that makes them possible.
The “X” signifying possibility looks like an arrow pointing toward both sides, signifying the relationship between “Life” and “Live,” which are both in pursuit of each other. The design gives a sense of sophistication, quality, and intimacy.
- CLIENT
- LIXIL
- SERVICE
- Application Design
- Brand Management Manual
- Corporate Identity
- Design System
- Group Identity
- COUNTRY
- Japan