The change in ownership and the need to unify the company under a fresh and modern identity spurred Bushu Kotsu into action. The task was to balance the rebranding while preserving the company's conservative values and ensuring that the new design would resonate with their customer base.
*Previous Bushu Kotsu visual identity and website show above
Although Bushu Kotsu had a well-established presence in the market, their outdated logo and brand identity failed to resonate with the younger audience. Additionally, the older and more traditional customers found the brand messaging unclear and hard to relate to.
The challenge was to develop a new brand identity that could appeal to a younger demographic while remaining respectful of the traditional and conservative preferences of their older customers and the overall Japanese corporate culture. Moreover, the design solutions proposed needed to be easily understandable not only by their diverse customer base but also by the various client corporations that use their services.
The process of achieving this goal was broken down into several phases:
In addition, a company-wide conference event was held to underscore the importance of a strong brand.
With four logo options on the table, the biggest risk was the inclusion of English in the logo. The previous brand had been purely Japanese-centric, with the name written in Kanji. This significant departure was a calculated risk, taken to modernize and simplify the brand.
The chosen design, complete with final design files, was delivered alongside a streamlined style guide. Mockups showcased potential treatments for vehicle decals, business card, and name tag layouts. The team also kept a watchful eye on the client-side execution process on their new website.
While it is still early to quantify the impact of the rebrand, preliminary insights have been promising. The new website, featuring the new logo design and brand identity color "sky blue," is modern, friendly, and positions the company as trustworthy and quality-focused.
The internal team has rallied around the fresh look, taking pride in it when approaching potential clients. The bus customers feel that Bushu Kotsu is a friendly service bus. The new brand identity has not just modernized Bushu Kotsu, but also made it a source of pride for its team and a symbol of trust and quality for its customers.