Sales of Cleansui, the world’s
first water purifier to use hollow-fiber membranes, were launched in
1984. Last year, Mitsubishi Rayon Cleansui began promoting a new brand
strategy for Cleansui’s “corporate identity” on the
occasion of its 25th anniversary. Prior to this, various logos had
been used for different sales channels, but under the new strategy,
a single logo was adopted with a global design that aims to establish
Cleansui as a brand with broad, international appeal. The Cleansui
brand is now being rigorously promoted under a unified concept that
encompasses everything from products and packaging to advertising and
sale promotions.
Cleansui’s “concept visual” shows the new logo, which represents
a water filter, and a glass of water, symbolizing pure drinking water. While
the color blue is commonly used in water-related designs, Cleansui breaks from
this convention by using red in an effort to express the company’s forward-looking
stance of opening up the future with new ideas. |
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