GR604_Yubo_Wang_Visual Strategy Guide

VISUAL STRATEGY GUDIE

CASIO

THE NATURE OF IDENTITY BRAND REBRANDING

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TABLE OF CONTENTS

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IDENTITY HISTORY BRAND DESCRIPTION BRAND TIMELINE OUR MISSION & KEYWORDS

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R1 EXPLORATION CONCEPT KEY PHRASE 01 - EOLVED KEY PHRASE 02 - EOLVED KEY PHRASE 03 - EOLVED

CASIO

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R2 DEVELOPMENT CONCEPT KEY PHRASE 02

- DATA

KEY PHRASE REFINEMENTS

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VISUAL GUIDE INSPIRATION NEW IDEA BRAND PROJECTION WEBSITE

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CASIO

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CASIO

THE HISTORY

This chapter describes the history and development direction of Casio in the past.

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BRAND OVERVIEW

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CASIO

BRAND OVERVIEW

Casio is an international consumer electronics company founded by the four Kashio brothers: Tadao, Toshio, Kazuo, and Yukio. 1957, under the leadership of Toshio, the four brothers developed the world’s first compact, fully automatic calculator and established Casio Computer Co. Casio’s headquarters are located in Shibuya, Tokyo.

Products include calculators, watches, digital cameras, electronic musical instruments, cell phones, and other businesses. Watches have now become the largest consumer product of the Casio Group.

Casio strives to design products with innovative functions to help people in their daily lives.

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HISTORY

History

Casiotone 201, an electronic Casio Computer Co.,

keyboard that reproduced

Kashio Seisakujo

Ltd. established with

the sounds of various

founded in

Shigeru Kashio as its

instruments, released.

Mitaka, Tokyo.

president.

1946

1957 1954

1965

1983

Prototype of electric

001 electronic desktop

G-SHOCK DW 5000C

compact calculator

calculator with onboard

shock-resistant watch

(solenoid model)

memory released.

released.

completed.

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1980

CASIO

VX-100 retail support terminal, offering the ability to manage customer, PW-1000 pocket-sized

PH-100 series PHS

reservation and sales data

personal word processor

mobile phone

with one unit, released.

released.

released.

1988

1995 1992

AZ-8 and SL-300LH arithmetic calculators for elementary school students released.

CASIO new branding launches.

2022

2011 2002

2018

EXILIM, the world’s first

Announces withdrawal

card-sized, ultra-thin LCD

from compact digital

digital camera, released.

cameras and termination of compact digital camera production.

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CASIO

OUR FUTURE

This chapter mainly describes the future development direction of CASIO, as well as the brand image design and brand planning based on the development direction.

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CASIO

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CASIO

BRAND SOUL Gather information and data to help generation after generation grow.

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CASIO

MISSION STATEMENT We use data and information to promote product innovation, social development and welfare.

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REBRANDING OBJECTIVE

REBRANDING OBJECTIVE

Based on feedback from users around the world, the new Casio will continuously collect data and information to help create new products.

Casio closely integrates technology with life, advocates a more efficient work and life style, helps social development and promotes social welfare.

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CASIO

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KEY WORDS

KEY WORDS

PIONEER

In the age of digital and technology, pioneering is a factor for the development of a technology company or a company that manufactures technology products, thus leading the way in the market.

DATA

This will complete the type of product and also foretell the direction of the product in the future, thus allowing the brand to move smoothly into a new phase.

SPEED

These elements will be the key to the rapid development of the new brand, and by constantly evolving and surpassing, it will allow the brand to gain more development in the market in the future.

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CASIO

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PAST DIRECTION

PAST DIRECTION

These images show the direction the Casio brand has taken in the past. The main vision in the past was to develop new products that were robust and reliable.

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CASIO

CASIO

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NEW DIRECTION

NEW DIRECTION

These images show the new direction of Casio’s brand.

Casio’s main vision is to collect user feedback and explore their needs. To move society forward in a faster way.

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CASIO

CASIO

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CASIO

PERSONAL

This section helps Casio map user profiles to pinpoint who will become loyal users of Casio.

This also influenced the direction of Casio’s future development.

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CASIO

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CASIO

John Clive Information Engineer Male, 26, San Diego

PIONEER DATA SPEED

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•

He is a person who likes to explore new things, and he can always put forward bold and advanced ideas in his work.

•

In daily life, he likes to buy new electronic products and is interested in new intelligent products.

•

He believes that gathering information is a necessary skill for an information engineer.

•

He often collects useful websites on the Internet and stores them in folders, which he thinks is very important.

•

In the near future, he plans to learn how to play drones, so he found a lot of materials to learn how to assemble them.

•

He likes to work efficiently, but sometimes he doesn’t want to go to work.

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He doesn’t like to work overtime and thinks it is only because he doesn’t finish the work within the allotted time.

He would choose to do it the next day.

CASIO

Xuanyi Huang Florist owner Female, 35, HangZhou

PIONEER DATA SPEED

•

Recently, she plans to participate in an international flower competition so that she can communicate with flower arrangers from other countries.

•

Her dream was to have a garden of her own so that she could grow some of her own flowers.

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She collects the best flowers in the store and buys them every week.

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She’s always sharing her flower arrangements on Instagram.

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She scours social media to find which bouquets are the most popular.

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Many customers frequent the shop because they can get their bouquets on time.

•

She can always look for new varieties of flowers in the first place and try to match them together.

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CASIO

Emma Mirren College Students Female, 23, Paris

PIONEER DATA SPEED

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•

Emma is definitely a student of exploration when it comes to projects.

•

She believes that study and work should go hand in hand, because only work can let her know which direction she should go.

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She is fond of drawing illustrations. Recently she wanted to try out NFT, which she thought was something new.

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She goes to the NFT forum because that’s where a lot of new information can be gleaned.

•

At home, she likes to cook, and every time she looks for videos on Youtube, she tries to make the dish.

•

Emma likes reading books very much, so Emma is easy to accept new things and try to understand it.

•

She goes on short trips with her friends on weekends.

CASIO

Gabriel Dias Photographer Male, 32, Brazil

PIONEER DATA SPEED

•

He loves new cameras so much that he watches them at every new release.

•

As an FPV player as a hobby, he says the different perspectives bring new ideas to his photography.

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He has a lot of memory cards where he keeps a lot of data about his work, so he takes it very seriously.

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He said that as a photographer, you have to learn to look at the data of photos, because there is a lot of information about the pictures recorded on them, which is very important to make good pictures.

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He schedules his work before he goes to work, and unfortunately, when he’s not working. This made him anxious and unable to relax.

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He prepares the equipment and tools he needs before work, which he says improves productivity.

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He likes to use tandem mode to capture the best moments.

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CASIO

Gwen Hirschi Electronic Piano Teacher Female, 45, Denver

PIONEER DATA SPEED

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•

Gwen actually prefers pop and rap music, but she teaches classical music more in class.

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She likes to experiment with rearranging and designing new musical styles through classical music.

•

She recently learned to use computers to compose music, and she sees the advent of these products as a sign of music’s progress.

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She collects the best songs in her playlist and plays them when she’s free.

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She thinks the most interesting thing is to collect sounds on her journey, some birds or water, to add to her accompaniment.

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She thinks the best software to use is voice memos on her phone, which allow her to jot down ideas quickly.

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She has a daughter and usually sends her to school very early every day. Then she would begin her day’s work.

CASIO

Yuta Kaisei

Cartoonist Male, 27, Houston

PIONEER DATA SPEED

•

Born in Tokyo, Yuta chose to move to Houston for his dream.

•

He interned at Disney, where he learned a lot as an assistant.

•

Next year, he wants to try to start his first comic book.

•

He has a large collection of American and Japanese comics, and he prefers the American style in comparison.

•

He also has a collection of works by 3D artists that he believes could come in handy one day.

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Yuta’s father was an oil painter, so at an early age, Yuta laid the foundation for painting.

Now he can draw concept maps quickly.

•

His mind was always active, he would write down ideas in a sketch book and even quickly draw storyboards.

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CASIO

Johnson Brown Fitness Coach Male, 28, Los Angeles

PIONEER DATA SPEED

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•

Johnson likes to try new sports and doesn’t stick to the gym.

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Recently, Johnson wanted to learn rock climbing, so he went to a nearby climbing gym every weekend to practice.

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Johnson collected classes for his nutritionist certification, which helped him learn how to manage his diet.

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Johnson advises his students to bring a notebook and record each set of training data so they can compare them over time.

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Johnson collects daily dietary data from his students to help them analyze exercise. Help them reach their goals.

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He likes to train quickly, efficiently and with concentration, so he doesn’t take his phone with him when he trains.

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To prepare healthy meals quickly, he prepares his ingredients the night before, usually steaming or boiling them.

CASIO

David Hume Former bank executive Male, 72, Monterey

PIONEER DATA SPEED

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David likes to read newspapers. He also likes to watch car videos on Youtube.

•

He likes talking with his grandson very much, because talking with young people can get in touch with many new things.

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His daily work is checking data and signing documents, keeping an eye on bank data.

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He keeps his daily work in separate folders, which he says makes it easy to manage data and information.

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He can count notes quickly and with a low error rate. He said it was a skill he learned as a young man.

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Now he doesn’t like going to work, so he always goes home quickly after work every day.

•

He goes to the park with his wife on weekends. He says good health ensures good work.

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CASIO

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CASIO

THE COMPETITION

In this part, the current competitors of CASIO are analyzed so as to find new fields and develop the future development direction of CASIO.

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CASIO

CURRENT COMPETITION Although Casio is a company that produces all kinds of small electronic devices, most of its market is in the field of electronic watches. So Casio has competitors not only in the watch industry, but also in other electronic products.

Garmin is a company that specializes in the development of GPS technology.

It produces wearable devices and communication devices.

Seiko Holdings produces watches such as the Kinetic and Thermic series, which generate power through the owner’s wrist movement or body heat.

The Swatch Group is a diversified multinational holding company active in the manufacture and sale of finished watches, jewelry, and wristwatches.

Citizen Watch is a company that manufactures and sells watches and their components.

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CASIO

Panasonic is a company that develops, manufactures and markets electrical and electronic products.

Sony is a company that develops, designs, manufactures and markets electronic devices, instruments and equipment, and gaming hardware and software for the consumer, professional and industrial markets.

Titan is a company primarily engaged in the manufacture of fashion accessories. It specializes in jewelry, watches, fragrances, eyewear and Indian apparel.

OMRON is a manufacturer and distributor of automation components, devices and systems. The company offers a range of electronics and electronic components for a variety of industries and applications, including controllers, sensors, devices, automotive electronics, service systems and medical devices.

Timex Group is a designer and manufacturer of timepieces. It produces watches from brands including Timex, Nordica, GUESS, Gc, Versace, Versus and Salvatore Ferragamo.

3M is a diversified technology company with expertise in product development, manufacturing and marketing.

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CASIO

ADJACENT COMPETITORS Casio’s best product is the watch, and when customers abandon Casio for a substitute, they are more likely to choose another brand of watch or accessory.

Apple is a company that designs, manufactures and markets mobile communications and media devices.

Tissot is a famous watch company founded in 1853 and headquartered in Le Locle, Canton Neuchâtel, Switzerland, which was famous for its “T-Touch” series of watches.

Hamilton is a famous watch company founded in 1892 in Lankester Township, Pennsylvania, USA.

Mido was founded in 1918 by George G. Schaeren in Biel/ Bienne, Switzerland. By producing watches in the shape of radiator grilles for Buick, Bugatti, Fiat, Ford, Excelsior, Hispano-Suiza and many other brands, Mido found a market in the booming automotive market.

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CASIO

Nintendo is a Japanese company primarily engaged in the development, manufacture and distribution of video games.

Huawei is a global provider of information and communication technology infrastructure and smart devices. Huawei also provides smartphones, tablets, wearable devices, converged home devices, and applications on these devices for consumers and enterprises.

Romago is a watch manufacturer from Hong Kong, specializing in watch design and watches with more patented technologies and designs.

Longines, a Swiss luxury watch brand and manufacturer. Longines has the world’s oldest registered trademark in the watch category.

A Swedish brand founded by Daniel Wellington in 2011.

Since its inception, DW has sold more than 6 million watches; the company has achieved this success through its digital strategy in social networks such as Instagram.

Calvin Kleinwei offers modern sophistication for women and men, including clothing, handbags, fragrances, watches and other products.

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CASIO

ASPIRATIONAL COMPETITORS Casio’s best product is the watch, and when customers abandon Casio for a substitute, they are more likely to choose another brand of watch or accessory.

DJI Innovation Technology Co., Ltd. is a technology company in mainland China that manufactures, researches and develops civil drones and aerial photography systems.

Fitbit is an American consumer electronics and fitness company headquartered in San Francisco, California, whose main products include activity trackers, smart watches and wireless wearable smart products.

Misfit Wearables, also known as Misfit, is a hardware manufacturing company with both design and manufacturing capabilities. It develops and manufactures wearable products using sensor-based technology.

BioSensics is a globally recognized provider of wearable sensor technology for clinical research and medical applications.

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CASIO

Founded in April 2010, Xiaomi Group is a consumer electronics and smart manufacturing company with a core focus on smartphones, smart hardware and I oT platforms.

Huawei Technologies Co., Ltd. is a multinational high-tech company in the People’s Republic of China that provides communications equipment and sells consumer electronics, including smartphones.

Romago is a watch manufacturer from Hong Kong, specializing in watch design and watches with more patented technologies and designs.

Fossil Group is an American clothing brand that also sells jewelry such as watches and jewelry. This includes smart wearable devices.

Polar Electro Oy, the maker of exercise training computers, is known for developing the world’s first wireless heart rate monitor.

HTC International Electronics, a multinational consumer electronics company founded in 1997, is currently developing and manufacturing smartphones and virtual reality (VR) devices as its main business, and is the second largest manufacturer of VR head-mounted displays in the world.

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CASIO

BRAND ATTRIBUTES

POSITIVE Productivity, Development, Renewal, Learning, Convenience.

NEGATIVE Expensive, Available, Manual, Discreet, Professional.

NEUTRAL Familiar, Popular, Fast, Accessible, High quality.

US

Iterative, Safe, Reliable, Helpful, Definable.

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CASIO

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CASIO

DESIGNER Yubo Wang

CLASS The Nature of Identity Spring 2022

INSTRUCTOR Hunter Wimmer

PHOTO CREDIT unsplash.com

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