CategoryE01. 360 Brand & Identity Experience
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN


Name Company Position
Yutaka Yoshida Dentsu Inc. Creative Deirector
Yoshinaka Ono Dentsu Inc. Art Deirector
Kenji Yokokawa Dentsu Inc. Copy Writer
Toshihiro Seki Dentsu Inc. Copy Writer
Takanori Kimura TAKI CORPORATION Designer
Takashi Iwakuro TAKI CORPORATION Designer
Masahiro Eguchi Dentsu Inc. Designer
Ryusei Sakiyama TAKI CORPORATION Designer
Kenichi Sonehara AMANA INC. Photographar
Ichiyo Oi AMANA INC. Retoucher
Yuta Sato AMANA INC. Producer
Hayato Satomi AMANA INC. Assistant Producer

Brief Explanation

The outcome was a compound power of 8 existing various brands, such as Mercedes-Benz, BMW, Audi, Volkswagen and Volvo. In addition, It makes people feel the tradition as the long-established company in Kyoto.

The Brief

Branding design of an imported luxury car dealership company.

How the final design was conceived

From the sound of "MATSU" and "SHIMA" remind that Japanese traditional checkered pattern of Ichimatsu and Tateshima. Furthermore, the ichimastu pattern stands for a checker flag and the grid pattern of Kyoto street. The tateshima stands for the pattern of a prize medal and advancement. The poster visualized the "service quality" which is a dealer's product by the "veil of the logo" which wraps a car. The hope of birth of a brand-new company and the launch impression are also expressed at the same time.

Indication of how successful the outcome was in the market

Branding design became a morale booster for Matsushima. Annual sales is expected to be 40% gain, compared to last year. At the same time, logo sticker became very popular for users because of the design with high affinity with each car brand emblem. It contributes to improvement in Matsushima brand value greatly.