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Press Kit

Unique Properties

A identity system design with a logo formed as a hero combined with D and L which is initial letters of its company name. The overall image may be unclear, but when people find a face, body and a cloak, they will see a hero flipping a cloak and moving forward. As a system, an original typeface was designed as a complementary elements. All communication graphics are designed with inspirations from the symbol and the original typeface.

Dimensions & Packaging

Name card: Width 55 mm x Height 91 mm, Book: Width 136 mm x Height 70 mm, Mono Rail: Width 14,800 mm x Height 3,085 mm

Tags

Connecting dots as one line, Hero, Japan, POP, Happiness, Social Wellness, Diverse, Positive, Hope, Soft, Tough

Production Technology

Grid system with the golden section, over ray,
multiplication

Design Challenge

The most challenging thing in the process was to identify the essential vision of the brand: A social Hero. Yet, hero was one of the key adjectives from the beginning, there were tons of options to chose from as a symbol of the brand. It was in a CEO's mind that how humanity and contribution to a society is important as the brand helping people like a hero with a little sense of humor.

Research

Competitors research: Social welfare competitors, Start ups, Enterprise companies / mega brands

Inspiration

Japan's aging population is progressing and has become a major social problem. Yet, we luck human resources who work in the welfare industry. Dotline is one of the major companies providing home medical, home care, home nursing, employment support for elderlies and disabilities based in Chiba prefecture. Their stuff come to support their daily life troubles and go back once it will be solved as if they are heroes coming from somewhere to help people.

Project Duration

Brand renewal discussion started from July 2022 and the new logo and communication initiatives launched on August 2023. Mono rail advertisement will finish within 2024.