Mitsulift
Building moving – Lebanon, Cyprus, Syria, Greece, Jordan, Nigeria, Ghana
1999 – Ongoing
  • Previous Identity
  • Current Identity

When we were first commissioned to design the identity of Mitsulift, the company had recently developed a joint venture with Mitsubishi Electric Corporation in Japan and had been expanding both in scale and in product range. The Mitsubishi liaison, the company’s expansion and the diversification of the company’s product offering, were the guiding considerations in configuring the language of this initial corporate image. We took an organized, almost technical approach that allowed the endorsement scenario between Mitsulift’s straightforward logotype and the Mitsubishi mark to play out. To visually communicate the company’s products, three icons were incorporated and became the playful spirit of this otherwise somber identity. Additional icons were gradually created until the series doubled, but eventually, Mitsulift outgrew their Mitsubishi nest, much as the world outgrew the pictogram aesthetic. It was time for a change.

  • Previous Identity
  • Current Identity
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