SHIMADZU was founded in 1917. Shimadzu is a manufacturer of precision instruments and measuring instruments headquartered in Kyoto. As a leading Japanese company, Shimadzu aimed to increase its global visibility. To ensure firm internal penetration of the newly developed corporate brand concept, Bravis developed brand concept guidelines, a brand concept movie, sub-graphics, and conducted branding seminars. We supported the internal and external penetration of the SHIMADZU brand with a variety of measures to promote both intellectual and emotional understanding of the brand.

Our first task was to develop a brand concept guideline. We interviewed relevant parties about the key words that make up the brand and the thoughts that go into them. Since the objective was to promote an intellectual understanding of the brand, we put this into writing while unpacking Shimadzu’s values that had been built up over the course of its history. Next, from this, we developed a corporate tone and manner. The tone and manner set the corporate image of Shimadzu as a company that contributes to the advancement of science and technology by combining the delicate manufacturing attitude of the Japanese people with cutting-edge technology. Abstract concepts were elaborated into easy-to-understand text so that people within the company could share a common understanding. For this project, we further developed a sub-graphic, the “Craftec Wing,” as a symbolic element of the tone and manner, and established a system to disseminate it both internally and externally.

In the next phase, a brand concept movie was developed to promote emotional understanding. By dramatically depicting the DNA that has been passed down from generation to generation since the company’s founding, Shimadzu’s delicate and detailed technologies, and its cutting-edge products as a force that is changing the world for the better, we promoted empathy for the corporate brand and inner motivation. By featuring Genzo Shimadzu I and Genzo Shimadzu II as models, and by other means that would make anyone in the company cringe, we created a movie that truly resonated with the heart.

• CLIENT

  Shimadzu Corporation

• SERVICE

  Application Design

  Brand Book

  Brand Management Manual

  Brand Movie

  Brand Strategy

  Corporate Identity

  Design System

  Implemented Inner Branding Measures

  Tone & Manners

  COUNTRY

  Japan