TOSHIBA Group

Reexamining the role to be played

This is a rebranding project for Toshiba Group at a time of significant corporate change. We began by reexamining the role that the group should play in the future while considering its history and achievements into account. We gathered various internal and external views from a global brand survey and branding sessions held by working groups and established a "Toshiba Group Philosophy System" (consisting of three elements: purpose, sense of values (both newly established through this project), and the existing Toshiba Group Management Philosophy). The tagline "Leading Innovation," which had been in use since 2006, was discontinued, and a new visual system was created. This expresses the shared "character" of the group with its philosophy system. Gramco provided comprehensive support for the project in collaboration with our official partner Siegel+Gale in the US, from the establishment of the philosophy system to internal branding.