YAMAGUCHI MFG

Rebranding 75 years of history for the future

Yamaguchi Manufacturing is an automotive parts supplier based in Numazu City, Shizuoka Prefecture.With the automotive industry at a major turning point, including the shift to EVs, the company took the opportunity of its 75th anniversary to rebrand itself with an eye toward the next 100 years.Based on the results of various research studies, Gramco supported the establishment of “Value Propositions” and “Values” in line with the Purpose and Vision that had already been formulated, the development of a VI, and the maintenance of guidelines.The VI is centered on the shape of a “Y” and expresses the will to create a prosperous future by linking the three “Tsukuru” (creation) aspects of Yamaguchi Manufacturing's strengths, such as “Monozukuri” (manufacturing) as well as “Kotozukuri”(new business development) and “Hitozukuri”(human resources development) with a view to expanding into global markets and new areas.The brand has evolved to accelerate Yamaguchi Manufacturing's challenge to create new value more than ever before, without stopping at the inheritance from the past.