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Midas
The Solution
The brand collateral package consisted of Business cards and a full stationary and form package; An eight-page colour brochure; A press/business promotional kit consisting of three, four-page service brochures; Architectural and interior applications; Promotional advertising for two publications; Launch party invitations and promotional gift applications; a comprehensive style-guide with a full print and digital and identity package to enable continued and effective implementation of the brand across applications.
Midas, a 25+ year veteran office design and furniture supply company based in Tokyo had evolved their services and recently split off the furniture supply company. Midas needed to re-brand in order to reflect the shift in focus to an interior architecture firm.
The identity needed to be distinctive, place Midas' at a level with both the international firms they compete against as well as with the Fortune 100 clients that is their market, and reflect Midas' international staff and philosophies.
Wherever people work
Starting with an independent study commissioned by Midas and our own interviews, I arrived at an entirely new corporate identity consisting of the logo and mark, the brand message “wherever people work,” and a service based sub-brand “360 Solutions”. I created a full semi-serif font set for all of their brand communications along with copy tone and manner for both Japanese and English communication.
Midas, a 25+ year veteran office design and furniture supply company based in Tokyo had evolved their services and recently split off the furniture supply company. Midas needed to re-brand in order to reflect the shift in focus to an interior architecture firm.
The identity needed to be distinctive, place Midas' at a level with both the international firms they compete against as well as with the Fortune 100 clients that is their market, and reflect Midas' international staff and philosophies.
Corporate Identity
Midas
Main Identity
The square with the inset "m" projects reliability and the stability of 25+ years of experience; the three circles signify, in motion, the three principle service areas Midas provides and the ability to think outside "the box".
Sub-branding
The "360˚ solutions" subrand is represented by two ellipsis that are in motion and reach a point of convergence. The ellispsis represent the scope of services midas offers it's clients while the orbiting dot gives the symbol stability and recalls the dots in the logomark.
Typeface
Midas Didot Roman is a lower-case semi-sans serif character set built upon classic Linotype Didot and Bauer Bodoni typefaces. The semi-sans treatment gives it a post-modern edge to reflect Midas' evolution while the Linotype Didot base it's history and provides Midas with ownership over a distinctive typeface that becomes an essential part of it's brand.
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