Designed to last

Kansai Paint, a global leader in industrial paint applications, had undergone significant expansion across 80 countries via merger and acquisitions. Following this period of growth, the brand recognized that with a larger footprint came the need for a cohesive identity that would unify its portfolio across regional markets.

So, Lippincott was engaged to create a consistent, global corporate brand and design system to unite Kansai Paint, internally and externally, around their brand strategy “designed to last.”

The system we developed visually expresses beauty on the outside with technology and performance on the inside. The graphic K was created to capture both the hard and soft forms that typify the Japanese aesthetic, with the other letter forms intentionally carrying gentle curves to provide a link to the curves in the K. The blue and red, where contrasted, symbolize the passionate color of the brand’s products, along with the protection that they provide.

We also provided a clear system of endorsement for the corporate brand, resulting in greater brand cohesion across their portfolio while providing the flexibility to apply the appropriate level of endorsement in diverse global markets.