Kannax Design & Branding KANNAX BRAND GUIDELINES by Ogilvy & Mather Tokyo

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Industry Consumer & Public services
Media Design & Branding
Market Japan
Agency Ogilvy & Mather Tokyo
Creative Director Kosuke Hashijima
Designer Chie Katayama
Released May 2010

Credits & Description

Category: Logo Design
Advertiser: KANNAX
Date of First Appearance: May 10 2010
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Account Director: Ken Kanno (Kannax)
Agency Account Director: Hikaru Sat (Ogilvy & Mather)
Agency Account Director: Keiko Iizuka (Ogilvy & Mather)
Creative Director: Kosuke Hashijima (Ogilvy & Mather)
Designer: Chie Katayama (Ogilvy & Mather)
Media placement: Envelop - 150 copies were printed and sent to the client - 5/10/2010

Describe the brief from the client
KANNAX is a company whose objectives are:
a) To open a new market based on a new perspective.
b) To provide impact to consumer lifestyle, not by physical goods but through action.
c) To value emotion without being tied down by convention.

KANNAX was founded as a wedding support business, such as producing and selling flower bouquets through special technology. Now their business is diversified, so they needed to develop a new brand identity system. The new brand identity required developing a new personality that can reach the consumer broadly, without being tied down by the existing business model.

Describe the challenges and key objectives
Challenge: Defining these concepts from the brief are the objectives of KANNAX
Key objectives: The new brand identity should have the following criteria to be effective for the overall, diversifying business:
・Simple, so as to be able to integrate all their brands.
・Neutral, so as to cover a broad range of business.
・Universal, so as to focus on the company’s growth and future.

The new brand identity should have the following criteria to reach the consumer broadly:
・Clear-cut, so as to communicate the concept easily.
・Familiar, so as to be easily accepted by consumers.

Describe how you arrived at the final design
We defined the role of the KANNAX logo as a “medium to communicate the message”.
We discovered a pair of chevrons in the KANNAX word.
Utilizing the pair of chevrons enabled the logo to become the media to communicate the message.
We developed simple/ soft letters to emphasize the pair of chevrons.
We selected two colors to emphasize the pair of chevrons.
Fresh Blue: The image of water which grows and spreads flexibly
Fluorescent Pink: The positive and vivid color animates our lifestyles.

All of the applications as well as the logo became a medium to communicate the message.

Give some indication of how successful the outcome was in the market

The new brand identity makes the KANNAX concept clearer which leads to employee motivation. Particularly, the visiting card that enables the employees to write a handwritten message contributes to boosting their motivation. It also helps KANNAX’s growing and diversifying business to create a strong impression among clients and business partners in this day and age of increasing digitalization, as well as providing familiarity and credibility. Moreover, as the concept is clearer, we can drive consumer interest to get them to know more about KANNAX. More people are visiting the web too.