Tagline: Expressing Brand Philosophy in Words

Expressing brand philosophy in words

In previous articles, we introduced the philosophy and structure behind the new Customer Cloud logo.

In our brand guidelines, the symbol is defined as something that speaks for the brand through its shape. In contrast, the tagline conveys the brand's intent through words.

The symbol and the tagline. By complementing each other, the Customer Cloud brand message is complete.

A tagline composed of three tiers

The Customer Cloud tagline is composed of three tiers.

First Tier (Primary Tagline)
Words that indicate the brand's origin and direction

Second Tier (Corporate Sub-tagline)
Words that indicate Customer Cloud's principles of action

Third Tier (Domain-specific Sub-tagline)
Words that express the value of each business domain

This structure is designed to deliver the appropriate message depending on the situation and context in which it is used.

Primary Tagline

The Customer Cloud primary tagline is

From Shibuya to the World.

In English, it is written as

From Shibuya to the World.

.

The "Shibuya" mentioned here is not merely the location of the headquarters. It is positioned as a word that symbolizes the context of Japan and the starting point of our values.

Furthermore, the phrase "to the world" does not represent a strong claim of changing the world, but rather an attitude of delivering value to the world.

The expression "from... to..." does not mean leaving our base, but rather carries the meaning of expanding while maintaining our starting point. meaning.

It is not about abandoning Shibuya to go to the world, but about expanding value while keeping Shibuya as the starting point.

That is the direction indicated by this tagline.

Non-Destructive Innovation

Another important tagline is

Non-Destructive Innovation

is.

This is a phrase that expresses the concept of

“enriching without destroying”

which is also the brand philosophy of Customer Cloud.

Nations and companies each have their own history, culture, and core that should be protected.

Customer Cloud does not destroy these, but rather wraps around them from the outside, layering value upon them.

This concept is also connected to the business structure known as the Wrap Model which has been introduced previously.

The Philosophy Embedded in the Logo

In this series, we have introduced the philosophy and structure of Customer Cloud based on its new logo and brand guidelines.

At the heart of the brand is,

Enriching without destroying

is the core concept.

The symbol speaks through its form,
the colors support its structure,
and the tagline conveys meaning through words.

Each element is not independent, but connected as a brand design that shares the same philosophy.

This logo expresses the brand philosophy of Customer Cloud through both visuals and words.

From now on, this logo will be used in various situations.

At that time, I hope the thinking behind this logo will also be conveyed little by little.