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Refreshing a 40-year-old brand |
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Background
CEEC Ishibashi is a 40 year-old Japanese printing company. CEEC came to Hill looking for a way to refresh its corporate image and reposition the firm as a high-tech printer. The market perceived CEEC as a stodgy, traditional Japanese company with outdated equipment and old-fashioned methods. CEEC had made a major investment in new printing technology and wanted to reposition the brand to focus on the company’s technological sophistication.
Solution
CEEC’s identity needed to be innovative and high-tech. It needed to work equally well in the Japanese as well as the international marketplace. Hill’s solution was a graphic representation of each CEEC department interlocking in a dynamic symbol. Two triangles—one red, one blue—are formed. The colors represent the two-pronged corporate philosophy: blue signifies innovation and creativity, and red symbolizes coordinated action. Typography was added to strengthen recognition of the corporate name in both international and domestic marketplaces.
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