Branding for a Company That’s Rapidly Expanding across a Range of Businesses

GLOBIS operates a diverse array of businesses, both in Japan and internationally, covering business schools, corporate training, digital products, venture capital, and music festival management. In these times of rapid change, with business development gaining momentum, the company’s global team, which is responsible for overseas business, and the design team have emphasized the need for improved communication and greater harmonization among the various areas of business. Meeting this need is crucial in addressing the challenges of digital transformation and globalization. Consequently, the brand project was launched to achieve this outcome.

We collaborated with the GLOBIS cross-business project team for over a year. This partnership involved conducting extensive interviews and workshops, articulating the GLOBIS identity, designing the logo, organizing the brand structure, and incorporating all these elements in the corporate identity manual. In addition, we have designed an original typeface for the brand.

From a series of research activities, the keywords intelligence and passion emerged. These keywords formed the foundation of the design concept: the GLOBIS Blue Flame. This concept encapsulates GLOBIS’s ethos of “Intelligence and Passion,” which is meticulously integrated into every detail of the design. And because GLOBIS aspires to be a thoroughly modern company that’s both transparent in its dealings with stakeholders and receptive to their opinions, openness is paramount. So to convey this aspiration of being more modern and more open through the design process, the positive attributes of the old logo were respected and incorporated. At the same time, there was a thorough exploration of how to realize a design reflecting a company that’s modern, global, open, and playful.

On top of all this, an original typeface was created to imbue each letter of the logo with GLOBIS’s distinctive nature. This carefully crafted logo reveals a multifaceted design with the versatility to suit a wide range of businesses. For instance, it’s ideal for organizations wishing to convey authenticity, such as business schools, while also being perfect for those that want to demonstrate a forward-thinking approach, such as venture capital companies.