Sysmex Corporation, the Japanese medical device manufacturer headquartered in Kobe, introduced its current corporate logo in October 2008, timed to the company’s 40th anniversary. The redesign accompanied the articulation of the “Sysmex Way” corporate philosophy and marked a deliberate step toward a new stage of development for the company, which had changed its name from TOA Medical Electronics to Sysmex Corporation a decade earlier.[1][2]
Design and History
The 2008 logo was developed as part of a broader rebranding effort led by AXHUM, a Japanese brand consultancy, which engaged the global branding firm Lippincott to support the design process. The project was initiated after Sysmex formulated its corporate philosophy, the “Sysmex Way,” following interviews with stakeholders across the organization. AXHUM states that the choice of Lippincott reflected the significance of the U.S. medical device market and served as a positioning move against European competitors such as Siemens and Roche.[3]
According to Sysmex’s official brand pages, the corporate logo serves as a symbol of the group’s mission, “Shaping the advancement of healthcare,” and represents a step to the next stage of the company’s evolution.[4] The company’s 50th anniversary news release confirms that the logo was redesigned in 2008, the year of its 40th anniversary, alongside the establishment of Technopark, its R&D hub.[1]
Meaning and Symbolism
Sysmex’s official brand documentation describes the logomark as combining two contrasting elements, symbolizing the fusion and sublimation of contrasting ideas. The shape evokes the infinity symbol, illustrating the unlimited possibilities of Sysmex. The ocean and mountain design references the evolution of life as well as the landscape of Kobe, the company’s birthplace.[4] AXHUM similarly describes the mark as a Möbius strip motif representing continuous evolution, symbolizing the natural surroundings of Kobe, its sea, mountains, and the origin of life itself.[3]
The logo uses two named corporate colors. Sysmex Blue is the corporate color, described as representing the commitment and pride of a front-runner. A second blue tone, Sysmex Blue Ocean, conveys the evolutive, innovative and advanced characteristics of a front-runner while inheriting the company’s traditional image of intelligence, cleanliness and stability. Sysmex Green Mountain represents people’s health and confidence, as well as coexistence, harmony and balance with the earth and natural environment.[4]
Typography and Design
Sysmex’s official brand pages describe the logotype as solid but soft, communicating friendliness and humanity. It is said to symbolize the company’s commitment to delivering good health and confidence to people through its advanced technologies.[4] AXHUM notes that Sysmex later co-created an original typeface with the Danish design firm Kontrapunkt as part of its ongoing brand development, though specific details of that typeface’s design are not documented in the available sources.[3]
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