The Design Philosophy of "Enriching Without Destroying"

Customer Cloud's Brand Philosophy

In our previous article, we introduced the fact that brand guidelines exist behind Customer Cloud's new logo.

At the heart of these guidelines is the concept of

"Refinement, not destruction."

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The Value of Harmony

In our brand guidelines, this philosophy is explained using the word "Harmony."

The world is filled with values that individual countries and organizations have built over long periods of time.

For example,

• national systems

• corporate history

• social culture

• organizational values

These are things that should not be changed lightly.

At Customer Cloud, we prioritize layering new value while respecting existing value, rather than destroying it to create new systems.

The Concept of the Wrap Model

This design philosophy is described within our brand guidelines as

Wrap Model

is how it is described.

The Wrap Model is a structure that layers new value on the outside rather than directly modifying the existing core.

Nations and companies each have areas that must be protected.

For example,

• national sovereignty

• a company's founding spirit

• history built over a long period of time

These areas are positioned as the "core" within brand guidelines.

Customer Cloud functions as a layer that supports, connects, and expands from the outside, rather than directly altering this core.

Coexistence of the Immutable and the Mutable

This structure is also described in brand guidelines as
Duality (the coexistence of the immutable and the mutable).

This philosophy is also reflected in the company name, Customer Cloud.

Customer
The customer's core is immutable.

Cloud
Technology and systems continue to change.

In other words,

To protect "what does not change,"
we provide "what continues to change."

A structure where these two coexist forms the foundation of Customer Cloud's business.

Three Layers

In the brand guidelines, this concept is organized as
Three Layers.

At the center is the customer core.

Here,

• sovereignty

• founding spirit

• history

and other areas that must be protected are positioned.

Outside of that is the role of the Customer Cloud.
It supports the core through concepts and strategies, and handles connections with the outside world.

And the outermost layer is called the wrap.

Various businesses and services are developed on top of this wrap.

Structure Expressed in the Logo

This logo is a visual representation of this structure.

The central core,
the structure that wraps it,
and the outer wrap.

These relationships are organized into a single symbol.

In the next article, I will introduce the brand stance of "Kuroko" (stagehand) as presented in the brand guidelines.
The brand stance of "Kuroko"about.