Sysmex
New: logo
Launched: October 1, 2008
Story in brief:
No, it's not Mexican;
it's Japanese, and proud to be "the only Asian company among the
top ten leading players in the global diagnostics market,"
meaning gene and protein analysis products for human health
testing. To mark its 40th anniversary, President and CEO Hisahi
Ietsugu replaced a 30-year-old wordmark (that looked its age)
with a new mark, intended to better signal "a front-runner who
is shaping the future of healthcare."
Lippincott's designers provided a wordmark-symbol lockup rich in
potential interpretation. Per the Sysmex press release: "The
combination of two contrasting elements symbolizes the fusion and
sublimation of two contrasting ideas. The shape which is reminiscent
of the infinity symbol “∞” illustrates
the unlimited potential of Sysmex. The ocean and mountain design
evokes the evolution of life, which was first created in the ocean
and then became terrestrial, as well as the Kobe landscape, the
birthplace of Sysmex."
Credits:
C.E.O. - Hisashi Ietsugu
Identity counsel and design - Lippincott
First Impressions:
Appropriate and effective redesign. The old mark, with its
ribbon face (inspired by Bob Gersin's Sears?) was functional but
fusty. The new type is beautiful and the symbol is engaging, if
a little complex. While for myself I would hope for a design
idea more specific to the health sciences category (especially
since the name itself contains no clues), I bow to the company's
preference for a geographic allusion.
Other comments:
See Sysmex
brand page
Corporate Brand Matrix (est.) ratings:
0%
structural, 100% strategic, 0% functional
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