The Japanese crane manufacturer, Tadano is on a journey to become the global leader in the lifting industry. A journey that requires a strong brand platform. W was assigned the task to refine and by that, strengthen their visual brand identity, ensuring that the identity would be the same across the globe.
We worked closely with three strong marketing teams from across the globe; Japan, Germany, and the US to develop a visual identity that addressed the needs of all markets. While keeping the strong Tadano logo, we added new graphical elements, fonts, colors, and an image style that would make the brand identity even more unique and distinctive.
Uniting the markets with one global brand identity was an exciting and educational journey! To ensure consistency, we also developed clear guidance in the form of a Brand Book and Style Guide. With the newly refined visual brand identity, no matter where a Tadano customer is located, they are now greeted with one strong Tadano brand independent of the communication channel.
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