Global leadership requires a strong brand platform

To develop and integrate a strong and consistent brand identity is key for any market leader. See how we supported Tadano to deliver on this challenge

Our Challenge

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.

The Solution

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.


Final Result

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.


  • New visual identity
  • Tadano Group Brand Manual
  • Tadano Group Style Guide


We truly appreciate the collaboration with W, and their ability to support us in developing one strong global Tadano brand.
Sven Ebinger
Vice President Marketing, Tadano Europe and PanAmerican Region


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