Toshiba Unveils New Global Brand Identity

Returning to its core values and brand heritage, Toshiba has launched a refreshed global brand identity across all of its markets worldwide.

A restatement celebrating its purpose and values, Essence of Toshiba has been revealed as the tech giant’s new global brand identity. Applied across its companies in all markets to integrate its operations worldwide, the incoming slogan replaces the previous management vision, brand statement, and brand tagline of the group.

An important step in its continued evolution, the updated corporate philosophy will provide a strong framework for all Toshiba communication and reinforce a legacy started 143 years ago. The move will guide its path towards building a sustainable future by focusing on business domains and technologies that support modern life and society.

The Essence of Toshiba has been deployed in all of the group’s activities and is backed by a new visual identity. The scope of the rebranding will be unveiled using a global advertising campaign and refreshed digital and social strategy. Additionally, a full set of branded communications materials as well as assets will soon follow.

“Our updated identity reflects our ambition to contribute to a planet that’s safer and cleaner; a society that’s both sustainable and dynamic; and a life as comfortable as it is exciting—setting us on a path to deliver answers which will bring on a brilliant new day,” said Ichiro Hirata, Corporate Vice President and Brand Project Team Leader at Toshiba.

Toshiba is a national winner of the 2014-2015 World Branding Awards in the Consumer Electronics category.

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