Toshiba Design & Branding TOSHIBA 25 YEARS by Grey London

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Industry Laptops, Netbooks, Tablets
Media Design & Branding
Market United Kingdom
Agency Grey London
Executive Creative Director Nils Leonard
Designer Gareth Edwards
Released June 2010

Credits & Description

Category: Logo Design
Advertiser: TOSHIBA
Product/Service: TOSHIBA LAPTOPS
Date of First Appearance: Jun 1 2010
Executive Creative Director: Nils Leonard (Grey London)
Designer: Gareth Edwards
Account Manager: Tobias Lammers (Grey London)
Media placement: Website - International - Http:// - 01/06/2010
Media placement: Youtube - International - 01/06/2010
Media placement: POS - EMEA Countries - 01/06/2010
Media placement: Product Packaging - EMEA Countries - 01/06/2010
Media placement: Outdoor Poster - UK - 01/06/2010

Describe the brief from the client
As a small part of the overall brief to create a campaign for the 25th anniversary of Toshiba’s first laptop the client asked us to design a logo that might be used in their advertising campaign. Other divisions in the USA and Asia had designed a logo already, however those were not deemed of good enough quality to be used in Europe as well. The client asked for a logo that relates to the 25th anniversary, make it clear it is about laptops and last but not least is cool, modern and something interesting to look at.

Describe the challenges and key objectives
The main challenge of the logo design was definitely to combine all the necessary elements in a way that felt coherent and avoided being cluttered while having a particular Toshiba look and feel about it. The logo had to be good enough that you wanted to use it.

Describe how you arrived at the final design
From the start it was clear that the font choice for the “25” would be a very important factor in the success of the logo. We realised a conventional font wouldn’t work. Instead we utilised a part of the Toshiba logo and by literally twisting the conventional chevrons we created a “25” that echoed digital displays of the 1980s, while feeling modern and stylish. Adding the innovation copy as we did would prove to be an important advantage. When adapting the logo into several languages, it kept the design intact while being flexible enough to accommodate English, Portuguese or Finish.

Give some indication of how successful the outcome was in the market
Our success in not only creating a logo that was part of a single advertising campaign but one that everyone would like to use was cemented when Toshiba made the decision not only to use the logo on their advertising but to print it on every shipped laptop box for 8 European markets including UK, Germany and France. We were also asked to create an additional animated logo that was used for digital advertising and promotional material in B2C and B2B communications.