Sysmex
Identity
Launch
Signage
Interactive
Visual Systems
A harmonious design takes center stage in Japan
Sysmex, headquartered in Kobe Japan, develops medical testing and diagnostic technologies. Integration of those various technologies is the driving force behind Sysmex’s business. Since its founding in 1968, the business has expanded beyond hematology to cover the entire range of diagnostics, including immunochemistry and urinalysis. More recently, Sysmex has branched out to laboratory information systems and application software featuring the latest information technology.
In an industry dominated by European and U.S. healthcare companies, Sysmex prides itself on its Japanese origins, and its culture of excellence.
Challenges
As a front-runner in its field, Sysmex wanted to use the commemoration of its 40th anniversary as an opportunity to renew its commitment to healthcare innovation through the creation of a new brand strategy and identity program. The new brand identity needed to communicate a strong will to change behavior and signal that the business was ever expanding and growing.
Actions
Conducted a comprehensive brand assessment, reviewed strategic materials, interviewed key executives, and visited factories and R&D centers as input to the creation of the new brand identity
Developed an identity that is an expression of harmony and continuous progress. In bringing together the natural elements of sea and mountain it reflects the city of Kobe. This image acknowledges the importance of the company’s heritage while expressing the strong will to evolve in response to new challenges
Created a distinctive visual system in support of the new identity program, along with a comprehensive identity guideline