The first thing Eisuke worked on was to redefine the vision of Aperza in order to communicate the company’s unique identity to the world. For this purpose, he made use of the characters in the company name “Aperza,” which were “a,” “z,” and “per” (=”/”). Here, we attached meaning to the letters, which were “the best one” (＝A), “among” (=”/”), and “all/everything” to make the internal tagline “The one among all. Selecting the best one from among everything,” which indicates a company as the one which offers selectable platforms. At the same time, we proposed a symbolic logo design using the character patterns of “a,” “/,” and “z.”

“Aperza red,” the corporate color used for the logo, has slightly more pink to it than the ordinary red. This is because the color represents the vividness of the blood that has received oxygen. It represents the tagline formulated for external use, “Reboot the industry. Rejuvenize the manufacturing industry.”

The logotype uses a font called SIMPLA, which is an original font created by NOSIGNER. To show the correct pronunciation of the company name, ”´” was added on top of “e,” which was not in the original logotype. In addition, the motion logo that was created adopted a motion where “/” transformed into “´,” creating a sense of unity with the logo mark. We support new business opportunities from the design perspective by creating these motion logos, transition movies, and original backgrounds of ZOOM to be utilized in online exhibitions and sales.

To organize the company’s wide range of services and concisely communicate the contents of each service, we unified the service names and logo design formats. We also redesigned the footer, a common feature of each service website.

In addition, we redesigned the business cards with functions of a protractor and a ruler, allowing the holder to measure corner radius and screw sizes. We added these tools to the business card that people in the manufacturing industry routinely relate to so that they would remember us. In addition, these cards communicate that we are a technology company that understands the shared language in the field, with aims to develop close relationships with clients.

To commemorate Aperza’s fifth anniversary, we created a number of T-shirts with the renewed logo. They have contributed to increasing staff loyalty and motivation, as well as a sense of camaraderie.