大和银行Vi

Founded in 1979, HLC Group has provided corporate identity and marketing consulting ser-vices to a number of corpora-tions, large and small.

Our firm is committed to the belief that good identity should reflect the strategic goals of the corporation and satisfy the func-tional and cost requirements of a wide spectrum of applications. Concentrating on solutions that meet the business communica-tion requirements while realizing the aesthetic considerations of the company’s identity, we have received numerous awards and accolades for our work.

Daiwa Bank

Corporate Identification Program

In an effort to expand to markets in other parts of the world, as well as communicating a more contemporary image at home, The Daiwa Bank, Ltd.realized their Japanese based logotype and symbol could no longer serve the bank’s needs. A new design was needed that would allow for the growth and expansion that the bank had in mind.The new logotype draws on the sym-bolism of heaven and earth inherent in the colors blue and green, and their global connotation. In the symbol

itself, two squares merge to form a third square - a two part harmony -illustrating the term “Daiwa” which means “great harmony”.

The reversed “D” signals the correct pronunciation of the Kanji characters,for the same two characters can also be pronounced “Yamato”. Additionally,the small central square shape and the space surrounding echo the shape of an

ancient Japanese coin.

The BFGoodrich Company

Corporate Identification Program

Along with a variety of industrial and consumer products, BFGoodrich manu-factures tires. So does another company with a strikingly similar name and a larger advertising budget. And for years, this situation created confusion.

To establish–once and for all– a separate and distinct corporate identity,

BFGoodrich commissioned this new identity program. As is colorfully demonstrated, the solution to the problem lay in emphasizing the com-

plete name of the corporation.

Wrangler (Blue Bell Europe)

Corporate Identification Program

A brand’s identity must be guarded.After years of growth, even an estab-lished brand may begin to lose some of its equity through careless and uncon-trolled applications of its logotype.

An updating of the brand’s identifica-tion program is then called for, as in this project we designed for Wrangler in Europe. This update clarifies the brand’s position in the market and opens new markets for an already-

known trademark.

Key Coffee Corporate and Brand Identification Program Since its founding in Yokohama in

1920, Kimura Coffee Company has

been a pioneer in the Japanese coffee

industry, and “Key” brand - an

Anglicized name for Kimura - has

developed into one of the most recog-

nized and respected consumer brands

in Japan. Its ubiquitous symbol, a

skeleton key, has been seen all over

Japan - from tiny hamlets to major

metropolis.

To strengthen its market identity for

future international growth and to

more clearly communicate to its cur-

rent public, the company adopted the

name “Key Coffee Inc.” and under-

went an update of its symbol mark.

Recognizing the inherent advantage of

a universal pictogram, we recommend-

ed that the important elements, the

Key illustration and the wording “Key

Coffee” be retained. We further

enhanced the equity of these elements

by completely redrawing the key and

fusing it into the letter “K” of the

logotype. Thus the two items become

integral parts of one another, yet can

still be used separately. A secondary

color, yellow, was introduced to take

advantage of modern media and lend

more visual excitement to the symbol.