Since the late 90s, when we first articulated a corporate identity for Mitsulift, much has changed with the company. More than a decade later in 2011, Mitsulift – specializing mainly in selling, installing and servicing elevators, but also escalators and other building moving systems – were the indisputable leaders in their field. They were set apart by state-of-the-art products and services, a high-end component, a newly found sense of environmental responsibility and an impressive number of distinguished projects to their name. For these reasons, and in the spirit of keeping up with the times, it was crucial that the brand be repositioned in a distinct contemporary setting, with a more confident, assertive and directly recognizable image. An overwhelming whiteness with a polished finish best represents who Mitsulift are today, punctuated with the vividness of a bright cyan that delivers unmistakable recognition and symbolically takes to the sky.
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Mitsulift-Logo new id
The simple triangle emblem pointing up, disguised as some kind of superscript, along with the introduction of Helvetica and a vivid blue color, are the elements that push this identity forward.
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Mitsulift-Branded items 01 new id
The new Mitsulift identity maintains a poise and composure worthy of the company legacy.
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Mitsulift-Newsletter new id
The yearly company newsletter receives the new identity treatment.
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Mitsulift-Branded items 02 new id
The Mitsulift identity trickles down onto the smaller things from a pocket-sizes accordion pamphlet to a lapel pin.
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Mitsulift-Uplift sampler
Uplift, a Mitsulift product brand, gets a package design with a brochure and samples for elevator high-end customization.
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Mitsulift-Website 01
The new Mitsulift website integrates all the group denominations – Lebanon, Cyprus, Syria, Greece, Jordan, Nigeria and Ghana – under one platform.
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Mitsulift-Website 02
A search engine and corresponding design interface were developed to allow for a super targeted search through the portfolio.
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Mitsulift-Portfolio cover
The Mitsulift portfolio is an extensive compendium of the company works.
Cover image: Painting by Joe Kesrouani
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Mitsulift-Portfolio inside page
Professional photographs were commissioned to give justice to the notable designs of the featured project.
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Mitsulift-Portfolio inside spreads
A book in it’s own regard, the projects catalogue is also a celebration of creators and creations in architecture.
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Mitsulift-Ecard
The “up” theme maintains itself for the end-of-year e-greeting.
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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.
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Mitsulift-Pictograms
Elevators, escalators, moving walkways, window cleaning systems, revolving doors and garage doors, complete the range of Mitsulift products, and corresponding Mitsulift pictograms.
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Mitsulift-Header and footer
The main scheme of dark blue – an age-old favorite with corporations – enables Misubishi’s three red diamonds to jump out on corporate applications such as forms and letterheads. Originally only three icons were included alongside the Lebanon-specific company name and the rest of the information. Later, this compositional structure brought in all six product-specific pictograms, as well as affiliation and accreditation marks, and the tagline we recently developed sitting neatly under the international company name.
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Mitsulift-Branded items previous id
Patterned, animated, or simply arranged on a line, the Mitsulift pictograms are pretty much what the initial identity is all about.
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Mitsulift-Newspaper ad
Challenging the standard newspaper advertising formats, this Mitsulift ad uses the page in service of its own concept.
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Mitsulift-Calendars
Year after year, the Mitsulift end-of-year giveaway calendar allows the pictos to let a little loose.
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Mitsulift-Marathon t-shirt
For the Beirut Marathon sponsorship, a t-shirt was created where the Misulift pictoman is the clear winner.
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Mitsulift-25th year anniversary
2009 was a landmark year for Mitsulift as they celebrated their 25th anniversary and integrated an environmental vision to their operations.
