"The arms of Sujimoto was their only major visual device. This led to its overuse and misuse."
They had too many visual languages, a few were more consistent than others. The visual communication was basically not holistic. They had an elegant and well deserved elaborate arm, but didn't have a word mark, which was a problem in times of vertical space constraints. The arms of Sujimoto was their only major visual device. This led to its overuse and misuse. They lacked consistency in appearance of their marketing material and brand paraphernalia. They were not looking for a rebrand, they just wanted consistency befitting of their stance as a hallmark of excellence.
"A word mark was designed to tackle the overuse and misuse of their arms."
Unique Sujimoto colours where provided as a subtle way to define the brands visual identity without veering to far from what was already present. These colours exude elegance and class. A word mark was designed to tackle the overuse and misuse of their arms. The font used for the word mark had already been one of the few consistent visual devices they had acquainted their visual audience to, so it was easy to introduce, as it even bared elemental semblance with the arms. Specific and mathematical resolutions where procured for logo placement, font type and size, background, text colour etc. Specific graphic styles and arrangement were recommended for ads, social media posts, quotes etc. A detailed 80-paged corporate identity guide was provided to ensure the longevity and no excuses.