A REBRANDING GUIDE TO CASIO COMPUTER CO.
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Nº 004 ∏ ∏ ∆
∆ CASI0 ∂ BRAND GUIDELINES
ENVISION A WORLD NO ONE HAS EVER SEEN
005
TA BL E OF CONTENTS
0 1 .T HE BE GINNING S SEC ∂ 01 ∂
BRAND OVERVIEW
011
SEC ∂ 02 ∂
OUR HISTORY
015
02.OUR VISION SEC ∂ 01 ∂
OUR VALUES
033
SEC ∂ 02 ∂
MISSION
039
SEC ∂ 03 ∂
AUDIENCE
040
SEC ∂ 04 ∂
BRAND POSITION
046
SEC ∂ 05 ∂
BEFORE & AFTER
050
0 3 .T HE NE W IDE N T I T Y SEC ∂ 01 ∂
INTRODUCTION
058
SEC ∂ 02 ∂
ANATOMY
062
SEC ∂ 03 ∂
VARIATION
068
SEC ∂ 04 ∂
INCORRECT USES
070
SEC ∂ 05 ∂
TYPOGRAPHY
072
SEC ∂ 06 ∂
COLOR PALETTE
081
SEC ∂ 07 ∂
PHOTOGRAPHY STYLE
082
SEC ∂ 08 ∂
BUSINESS SYSTEM
084
04.PUSHING BOUNDARIES SEC ∂ 01 ∂
NEW EXPANSIONS
089
SEC ∂ 02 ∂
CASIO CAMPUS
096
SEC ∂ 03 ∂
CASIO WEARABLES
102
SEC ∂ 04 ∂
CASIO HOME
108
SEC ∂ 05 ∂
ASSISTIVE APPLIANCES
114
SEC ∂ 06 ∂
CASIO ROBOTICS
118
SEC ∂ 07 ∂
VIRTUAL WORKSPACE
122
SEC ∂ 08 ∂
CASIO CAR
128
SEC ∂ 09 ∂
CASIO HUBS
134
SEC ∂ 10 ∂
LECTURES
138
01
CASI0 ∂ BRAND GUIDELINES
∆
THE
BEGINNINGS
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Nº 010 ∏ ∏ ∆
SECTION ∂ 01 ∂
Brand Overview
011
CASIO PROVIDES SUPPORT FOR THE INTELLECTUAL CRE AT IVI T Y OF HUMAN BEINGS, AIMING TO MAKE THE FUTURE MORE FULFILLING FOR
_
CASI0 ∂ BRAND GUIDELINES
For 69 years, Casio has been a manufacturing company that has produced electronics that are used around the world with a wide range of uses. They built a reputation for being reliable and accessible, and were known for stimulating creativity and exploring completely new and unknown territories. Thinking outside the box gave Casio time and resources to explore new areas of innovations that no one had ever seen before. After some time, Casio fell behind in adapting to the new era of technological advancements, and began to lose its appeal. It slowly became forgotten and as a result, Casio went for a full restart. They once again wanted to be the company that placed innovation before anything else, but wanted to assist the user in their daily activities.
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PROFESSIONALS EVERY WHERE.
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Nº 012 ∏ ∏ ∆
IM A G IN AT ION I S E V E R Y T HIN G , IT IS THE PRE VIE W OF LIFE’S COMING AT T R A C T ION S —Albert Einstein
CASI0 ∂ BRAND GUIDELINES
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013
∂
Nº 014 ∏ ∏ ∆
∂∂ KAZUO KASHIO THE LAST SURVIVING KASIO BROTHER WHO REMAINED PRESIDENT AND CEO, CASIO COMPUTER C O LT D U N T I L I T S D O W N T U R N I N 2015.
SECTION ∂ 02 ∂
Our History
015
IN 1946, T HE K ASHIO BROT HERS CRE AT ED C ASIO COMPUTERS AND WOULD FOREVER BE KNOWN AS THE PIONEERS OF CONSUMER ELECTRONICS AND
Casio was established in April 1946 by Tadao Kashio, an engineer specializing in fabrication technology. Kashio’s first major product was the yubiwa pipe, a finger ring that would hold a cigarette, allowing the wearer to smoke to the cigerrates nub while also leaving the wearer’s hands free. Due to Japan being impoverished immediately following World War II, cigarettes became extremely valuable, and the invention was a success. After seeing the electric calculators at the first Business Show in Ginza, Tokyo in 1949, Kashio and his younger brothers, Toshio, Kazuo and Yukio, used their profits from the pipe to develop their own calculators. Most of the calculators at
CASI0 ∂ BRAND GUIDELINES
The Beginning of Casio
∆
INNO VAT ORS OF NE W T ECHNOLOGIES.
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Nº 016 ∏ ∏ ∆
that time worked using gears and were operated by hand crank or a motor. Luckily for the Kashio brothers, Toshio, Tadao’s brother, possessed some knowledge of electronics, and set out to make a calculator using solenoids. The desk-sized calculator was finished in 1954 and became Japan’s first electro-mechanical calculator. One of the central and more important innovations of the calculator was its adoption of the 10-key number pad, and the use of a single display window instead of the three display windows used in other calculators. A few years late, in 1957 Casio released the Model 14-A, 485,000 yen, the world’s first all-electric compact calculator, which was based on relay technology. In the early 1980s, Casio’s budget electronic instruments and home musical keyboard instruments gained huge popularity. They also became popular for their wide variety and innovative wristwatches. It was one of the earliest manufacturers of quartz watches, both digital and analog, and the first to
sell calculator watches during this time. It also created the first watch that could display the time in different time zones, temperature, atmospheric-pressure, altitude, and even GPS displays. A number of notable digital cameras inventions were also made by Casio, including the first consumer digital camera with an LCD screen, the first consumer 3 megapixel camera, the first true ultra-compact model, and the first digital camera to incorporate ceramic lens technology. Casio posted their first loss in its entire history in 1999, a net loss of $70.5 million on net sales of $3.73 billion. Other factors in the decline included a falloff in sales of pagers and PHS handsets due to the rapid growth of cell phone services and a sharp rise in the value of the Yen, which made Japanese exports more expensive in the United States, leading to sales declines as well. _
T H E D E S K- S I Z E D C A L C U L A T O R W A S FINISHED IN 1954 AND BECAME JAPAN’S FIRST ELECTRO MECHANICAL C A L C U L AT O R . K A S H I O FA M I LY F O U N D S K AS H I O M A N U FAC T U R I N G I N TO K YO.
CASI0 ∂ BRAND GUIDELINES
∂∂ THE CASIO BROTHERS
∆
017
∂
Nº 018
D E T E R M I N E D T O “ I N V E N T N E C E S S I T Y ”—T O C R E A T E
∏ ∏ ∆
PRODUC TS T HAT ME T T HE NEEDS—OUR PRODUC TS BECAME GROUNDBREAKING WITH CAPABILITIES NO ONE HAD EVER SEEN BEFORE.
CASI0 ∂ BRAND GUIDELINES
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019
∂
Nº 020 ∏ ∏
1946 K A S H I O FA M I LY F O U N D S K A S H I O M A N U FAC T U R I N G IN TOKYO.
'78: ∂MINI CARD ∂31-CS10B
1966
'65: 001
∆
'57: 14-A
'67: A L- 1 0 0 0
'71: TYPUTER
'72: CASIO MINI
1956
1986
'74: CASIOTRON
'80: C T- 2 0 1
1976 CQ-1
'83: ∂PF-3000 ∂TV-10 '81: TR-2000
Key Dates ‘46:
‘ 6 7 : A L- 1 0 0 0
‘ 7 6 : C Q -1
K A S H I O FA M I LY F O U N D S K A S H I O M A N U FAC T U R I N G I N TO K YO
WORLD’S FIRST DESKTOP ELECTRONIC C A LC U L ATO R W I T H P R O G R A M
F I RST C O M P O U N D C A LC U L ATO R
‘57: 14-A
‘71: TYPUTER
COMPANY INTRODUCES THE FIRST P U R E LY E L E C T R I C S M A L L C A L C U L AT O R ; I N C O R P O R AT E S AS C AS I O C O M P U T E R C O . , LT D .
WORLD’S FIRST INK JET PRINTER
F I RST C A R D - S I Z E D C A LC U L ATO R ( 3 . 9 MM THICK)
‘72: CASIO MINI
‘ 7 8 : 3 1- C S 1 0 B
C AS I O M I N I , T H E F I RST C A LC U L ATO R F O R T H E M A S S M A R K E T, D E B U T S
F I RST W R I ST WATC H E Q U I P P E D W I T H CASIO LCD
‘ 74: CASIOTRON
‘ 8 0 : C T-2 0 1
C O M PA N Y E N T E RS T H E D I G I TA L WATC H FIELD WITH THE LAUNCH OF THE CASIOTRON
WITH INTRODUCTION OF THE CASIOTONE 201, CASIO BEGINS PRODUCING ELECTRONIC MUSICAL INSTRUMENTS. COMPANY BEGINS MOVING M U C H O F I TS M A N U FAC T U R I N G O U TS I D E OF JAPAN
‘65: 001 CASIO INTRODUCES THE FIRST DESKTOP ELECTRONIC CALCULATOR WITH A MEMORY
‘78: CASIO MINI CARD
'00: WMP-1V WQV-1
2006
'92: BP-100
'15: NEW CEO NEW VISION REBRAND
2026
021
' 0 8 : E X- S 1 0 E X- F 1
'99: P R T- 1 G PJ
2016
‘81: TR-2000
‘ 0 0 : W M P -1V & W Q V -1
‘08: E X-S10 & E X-F 1
FIRST ELECTRONIC DICTIONARY’
‘ 8 3 : P F - 3 0 0 0 & T V -1 0
WO R L D ’S F I RST W R I ST WATC H W I T H M P 3 P L AY E R WO R L D ’S F I RST W R I ST WATC H WITH DIGITAL CAMERA
FIRST DIGITAL DIARY FIRST POCKET LCD TV
‘0 4: A 5 406C A & E X-S100
WORLD’S SMALLEST AND THINNEST 10.1 MEGAPIXEL DIGITAL CAMERA. D I G I TA L C A M E R A W I T H W O R L D ’ S FA S TEST BURST SHOOTING PERFORMANCE
‘ 9 2 : B P -1 0 0 W R I ST WATC H T Y P E B LO O D P R E S S U R E GAUGE
‘ 9 9 : P R T-1 G P J WO R L D ’S F I RST W R I ST WATC H W I T H G P S SENSOR. COMPANY POSTS THE FIRST F U L L-Y E A R L O S S I N I T S H I S T O R Y.
WORLD’S FIRST CELLULAR PHONE WITH A B U I LT- I N 3 . 2 - M E G A P I X E L C A M E R A . W O R L D ’ S S M A L L E S T O P T I C A L- Z O O M DIGITAL CAMERA
∆
'04: ∂A5406CA ∂ E X- S 1 0 0
‘15: VISION KAZUHIRO KASHIO, THE SON OF FOUNDER TADAO K ASIO, HAS DECIDED TO TAKE FULL CONTROL OF THE COMPANY AND STEER IT BACK TO ITS ORIGINS.
CASI0 ∂ BRAND GUIDELINES
1996
∂
Nº 022 ∏ ∏ ∆
—Mason Cooley
CASI0 ∂ BRAND GUIDELINES
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ART BEGINS IN IMI TAT ION AND ENDS IN INN O VAT IO N
023
∂
Nº 024 ∏ ∏ ∆
FOR 69 YE ARS, CASIO WAS KNOWN FOR
025
MANUFAC T URING ELEC TRONICS THAT WERE USED A ROUND T HE W ORL D. W E BUILT A REPU TATION FOR BEING RELIABLE AND A C C E S S IB L E P R ODUC T, B U T W E F E L L BEHIND ADAPTING TO NEW TECHNOLOGICAL T R E ND S . A S A R E S ULT, W E F E L L S HOR T FROM BEING COVETED AS A LEADER OF
CASI0 ∂ BRAND GUIDELINES
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INNOVAT ION A ND BEC A ME FORGO T T EN.
02
CASI0 ∂ BRAND GUIDELINES
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OUR
VISION
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Nº 028 ∏ ∏ ∆
NECESSIT Y IS NOT THE MOTHER OF INVEN T ION
CASI0 ∂ BRAND GUIDELINES
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029
∂
Nº 030 ∏ ∏ ∆
—Tadao Kashioa
CASI0 ∂ BRAND GUIDELINES
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INVEN T ION IS THE MOTHER OF NECESSIT Y
031
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Nº 032 ∏ ∏ ∆
SECTION ∂ 01 ∂
Our Values
033
C A SIO ’S BEL IEF H A S A LWAYS BEEN T O DEL I V ER NE W INNO VAT IONS T H AT SURPA SSES T HE E XPEC TAT IONS, BU T SOME W HERE A LONG T HE
Over the years Casio was known for innovation in a wide variety lifestyle, educational, and business products. We learned that we took on too much and we needed to restructure. We began to lose focus and we knew we needed a fresh restart. We began to analyze our products, services and our core to see what we truly stood for. We began to look at our watches and the concept of time. We knew that Casio watches provided acurate time no matter where in the world you were, but we wanted to provide more then just time. We wanted our brand to help provide
CASI0 ∂ BRAND GUIDELINES
The Restart
∆
WAY SOME T HING CH A NGED.
∂
Nº 034 ∏ ∏ ∆
more time to everyone in their daily lives. Here at Casio, we wanted to control time in any means possible. We began to restructure ourself as the brand for every professional. As a result, Casio began to understand that every professional can get overwhelmed with life and work. We began with the understanding that these people have limitless potential, but only have a limited amount of time. So, we want to make our services easy to access and our products available to anyone whenever they need it. At Casio, we want to assist these professionals whenever they need it . We have now been able to gather and analyze information that is being used on the front-lines of business and in personal activities to increase efficiency and enable data driven strategic management. By offering a variety of advanced solutions using its information devices, Casio helps customers get a detailed picture of front-line operations, making management and life decision-making faster and more responsive.
_
CASI0 ∂ BRAND GUIDELINES
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035
∂
Nº 036 ∏ ∏ ∆
IDE A S T UR N T O DUST OR MAGIC DEPENDING O N T H E TA L E N T T H AT R UB S AGAINST IT
CASI0 ∂ BRAND GUIDELINES
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037
∂
Nº 038 ∏ ∏ ∆
SECTION ∂ 02 ∂
Our Mission
039
AT C A SIO, W E WA N T T O PROMO T E INNO VAT ION A ND
CASI0 ∂ BRAND GUIDELINES
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A S SIS T P E OP L E IN T HE IR D A ILY L I V E S .
∂
Nº 040 ∏ ∏
SECTION ∂ 03 ∂
Audience
∆
Target Personas Identifying and understanding who we are talking to is one of the most important initial steps in starting a conversation about who we are and the products/ services associated with us. The following personas do not just limit us to direct target audience, but also people who are associated with us in some way.
_
CHRIS ∂
SEX ∂ MALE AGE ∂ 26 O C C U PAT I O N ∂ J U N I O R D E S I G N E R
THE ORGANIZER: Chris is an early riser and loves being productive in the morning, he tries to keep himself healthy and likes to get a work out in before he goes into the office. He is usually the first one in his office and usually the last one to leave, and has become very dedicated to the company and won’t stop till he is senior director. To help is productivity he’s in need of a device that can help him improve his health and time. He is in love with all form of wearable tech and new technology. He considers himself to be organized but sometimes feels like he isn't as efficient as he should be. He tries to make time to go out on the weekend and mingle with friends but has found it difficult to do so. He wants to find a way to work from home at least one day a week due to his secretary of five years recently retired and has had a hard time adjusting to her new assistances work style. At points he feels like he would rather just do it on his own but he doesn’t have the tools to do so.
∆
SEX ∂ FEMALE AGE ∂ 45 O C C U PAT I O N ∂ E N T R E P R E N E U R
041
CASI0 ∂ BRAND GUIDELINES
MONICA ∂
THE ENTREPRENEUR: Since the moment of her birth Monica claims to be an entrepreneur and self motivator. She graduated from a prestigious university and followed it up with a MBA. After graduating, she was extremely self motivated and immediately started her own company on her own. At the moment, she has some ground breaking ideas she wants to flourish and is in search for the right talent to collaborate with, but doesn’t know who to trust. She also has reached a point in her business that she wants to take her company to the next level, but she needs to find investors and wishes there was a place where she can find them. She’s very involved in her business which has cause her social life to struggled. She’s been trying to find a way to manage her time but hasn’t had any success. She’s been looking for a new form of cloud storage that works seamlessly with all of her devices at work and at home so she can get more work done on her down time.
∂
Nº
T HE T E AM PL AY ER: As a recent graduate, Vanessa is eager to start her life out right. She has recently received a position at a start-up and has been working rigorously to set a good impression. From her personal attitude on life, she’s learned to always be willing to lend a helping hand to anyone who needs it. Recently she has been overwhelmed on the amount of work it takes to organize her new position. She is constantly receiving unnecessary emails and messages from her directors about projects that don’t involve her, and has a hard time managing all the emails and messages. Since the start of her new job she has been struggling with adapting her devices to her work accounts and has had no luck integrating everything. As a result, she has been left to stay late at work and come in on the weekends to finish projects that she can’t access from home. Luckily for her she has a great group of coworkers that support her along the way.
042 ∏ ∏ ∆
VANESSA ∂
MELISSA ∂
SEX ∂ FEMALE AGE ∂ 33 O C C U PAT I O N ∂ W E B D E S I G N E R
SEX ∂ FEMALE AGE ∂ 29 O C C U PAT I O N ∂ U N E M P LOY E D
THE IN BETWEEN JOBS: Currently unemployed, Melissa quit her last job because she felt unhappy with upper management. She’s been looking for something that excites her in between jobs but has had a hard time finding anything that motivates her in the right way. She considers her self a hard worker and has never settled on a meaningless job. She’s been looking for a place where she can meet recruiters or future companies she can work at. Recently, she’s been reading different books that can help motivate her to start a new path in life but still is looking for an extra push. She’s been thinking about taking classes at her local college to inspire her to do something different. She’s been contemplating taking courses on design because of her love for her technology. She is a big time tech geek and has found a love for new innovative technologies. She was always been a strong believer that through new innovations and education anyone can achieve greatness, and maybe with her spare time she can achieve just that.
T HE S T UDE N T: Ricky is known by his friends and family as being quick on his feet but can lose attention fairly quickly. He is known for being able to think on the spot and can be said as being a problem solver. Although he is bright, he has developed a bad habit of being unmotivated and distracted. His distraction stems from his constant use of apps and devices that has him glued to the screen. As a result, he has been struggling in school and has not yet found any guidance onto what he should do after he graduates. His family is concerned that he doesn’t have his life in order and wants to push him in the right direction. His parents have been looking for new ways on being more productive but can’t seem to find the right tools to do so. They’ve been looking into tutors and mentors that might help him guide him but they haven’t found one that clicks with his personality. RICKY ∂
SEX ∂ MALE AGE ∂ 19 O C C U PAT I O N ∂ ST U D E N T
∆
SEX ∂ MALE AGE ∂ 37 O C C U PAT I O N ∂ C O N S U LTA N T
043
CASI0 ∂ BRAND GUIDELINES
ERIC ∂
THE UNORGANIZED: Eric has been working as a consultant for the past 8 years. He’s been working with a firm that has employed him for a majority of his time as a consultant but as a result he has seen his business grow slowly. He hasn’t been happy on how slow its grown and wants to find an incubator or an agency that can help improve. He considers himself as an over achiever but can’t manage his time well. He has been looking for new ways to manage and expand his business properly and has been looking at outsourcing some jobs. He has tried hiring friends of friends, but none of them seem to pan out enough to help him build his company right. He struggles using new technology but knows that the future is made through innovation. His only problem is that he gets overwhelmed by the inconsistency of each device. He gets overwhelmed with the amount of new apps and platforms that keep on becoming popular and wishes there was a much more seamless technology.
∂
Nº 044 ∏ ∏ ∆
I NE V ER M A DE O N E O F MY DISCOVERIES THROUGH R AT ION A L T HINK ING —Albert Einstein
CASI0 ∂ BRAND GUIDELINES
∆
045
∂
Nº 046 ∏ ∏
SECTION ∂ 04 ∂
Brand Position
∆
C A SIO H A S A LWAYS BEEN A COMPA N Y A BOU T INN O VAT I O N IN T E C HN O L O G Y, B U T T HE R E WAS A GAP BE T W EEN W HAT W E WAN T ED TO BE AND HOW PEOPLE PERCIEVED US.
Time to Evolve The inventions of the Casio calculators, watches, electronic musical instruments, electronic dictionaries, and digital cameras made it easy for anyone to access numbers, time, music, and language in everyday life. But to everyone, Casio used to be a company that created unique devices for different style of utilities. Casio
harnessed the power of innovation but was inconsistent on products and service development and aimed to fullfill different necesities with no common goal. In addition, they weren’t able to adapt to progressive technologies and the needs of modern generations which later caused them to fall behind.
_
∂∂ DIAGRAMS THE DIAGRAMS ON THE RIGHT AND ON THE FOLLOWING PAGE, SHOWS WHERE CASIO STOOD IN COMPARISON TO ITS OTHER COMPETITORS.
047
ACCESSIBLE INSTAGRAM KICKSTARTER
CASIO (NEW)
NETFLIX
GUMROAD SLACK
GOOGLE AMAZON
SOUND CLOUD
HULU
G E N E R A L A S S E M B LY
APPLE
HTC ANYPERKS
CREE TOYOTA
CASIO (OLD) CITIZEN FOSSIL
VIRGIN AMERICA
SHARP LG
SAMSUNG
PANASONIC
SONY
HBO MICROSOFT DA0JIANG INNOVATIONS
EXPENSIVE ∆
P E R F I N T H E A LT H C A R E
TESLA
GILEAD SCIENCE
SPACE X
UNACCESSIBLE
CASI0 ∂ BRAND GUIDELINES
CHEAP
TIMEX
∂ Nº 048 ∏ ∏ ∆
INNOVATIVE SPACE X
CASIO (NEW) TESLA
GUMROAD GOOGLE P E R F I N T H E A LT H C A R E
G E N E R A L A S S E M B LY
CREE
APPLE
KICKSTARTER
GILEAD SCIENCE
HBO
DA 0 J I A N G I N N OVAT I O N S
VIRGIN AMERICA TOYOTA
AMAZON SAMSUNG
SLACK
PRODUCTIVE
CASIO (OLD) SOUND CLOUD LG SONY PANASONIC
HTC SHARP
FOSSIL
TIMEX MICROSOFT HULU
CITIZEN
O U T-D AT E D
UNPRODUCTIVE
NETFLIX ANYPERKS
CASI0 ∂ BRAND GUIDELINES
∆
049
∂
Nº 050 ∏ ∏
SECTION ∂ 05 ∂
The Before and After
∆
The Old Look The old brand had a feeling of an office environment. Where Fred from accounting, would be crunching numbers, while drinking his coffee and waiting for his meeting to start. Casio’s old brand could be said to be adapted by an audience of entry level male employees that needed a reliable watch, calculator, and electronic dictionary as they worked in their 9 to 5. Because of their popularity and wide acceptance in the 70’s, Casio began to be known as a generic brand that could be found and worn by males in in their mid thirties who were loyal to the durability and price point.
USED TO LOOK
CASI0 ∂ BRAND GUIDELINES
THIS IS HOW WE
∆
051
∂ Nº 052 ∏ ∏ ∆
The New Look The future of the office has now disappeared, and it is now interconnected throughout our lives. It isn’t a typical 9 to 5 that requires professionals to be seated in a cubical crunching numbers and answering phones. It now requires a different level of attitude in comparison to the past. As technology progresses and adapts itself into our lives, Casio has created a brand that adapts to the new dynamic working class. It focuses on professionals who are on the go creating change, internally and socially, and who are constantly busy managing their time, projects, and lives.
This new future of professionals do not only work in offices; they live a fast pase energetic profession that constantly has them on the go. The use of new innovations are not just adapted to their work enviornment, but instead, can be adapted to anywhere and anything. As Casio has evolved, it has adapted itself to focus on the userand lets them decide how and where they’ll use our products.
THIS IS HOW WE LOOK NOW
CASI0 ∂ BRAND GUIDELINES
∆
053
03
CASI0 ∂ BRAND GUIDELINES
∆
THE NEW
IDENTIT Y
∂
Nº 056 ∏ ∏ ∆
—Albert Einstein
∆ CASI0 ∂ BRAND GUIDELINES
A M AT E UR S SI T A ND WA I T FOR INSPIR ATION, THE REST OF US JUST GE T UP
057
∂
Nº 058 ∏ ∏
SECTION ∂ 01 ∂
Introduction
∆
Overview Our guidelines define the usage of the elements of our visual identity system: the Casio logo, color, typography, photography and grid. All the elements work together to create a unique and cohesive Casio look and feel. One must keep in mind that the Casio logo is the symbolic representation of who we are and it is the face of our visual identity. Every piece of communication we create — from brochures to digital applications — is an opportunity to tell our audiences who we are and what makes us different. By following the rules consistently, we ensure a clear expression of the Casio brand, and following these guidelines is extremely important.
CASI0 ∂ BRAND GUIDELINES
∆
059
∂
Nº 060 ∏ ∏ ∆
CASI0 ∂ BRAND GUIDELINES
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061
∂ Nº 062 ∏ ∏
SECTION ∂ 02 ∂
Anatomy
∆
Mark Anatomy The new logo for Casio is a combination of an arrow pointing forward and the letter “C” for Casio. The concept behind the pointing arrow was to show a symbol that can reflect progress in relations to the innovations of new technology as well as society moving forward. The mark also has three levels that represent the past, present, and future of Casio’s technological advancement and influence throughout history. Finally the entire structure is representative of a hexagonal shape that represents balance in family, life, and work. The mark’s overall spirit is a representation of Casio’s believes and its accomplishments through the use of technological innovations.
063
X
CLEAR SPACE
3X
3X
2X
X
2X
X
½X
7½X
∆
60�
X
CASI0 ∂ BRAND GUIDELINES
CLEAR SPACE
∂ Nº 064 ∏ ∏ ∆
CLEAR SPACE
60�
Y
2Y
3¾Y
4Y
3¾Y
3Y
4
065
Logotype Anatomy CLEAR SPACE
2Y
1½Y
Y
Y
4Y
3Y
CASI0 ∂ BRAND GUIDELINES
∆
Y
The Casio logotype originally started with the typeface Fairview regular. A narrow condensed typeface that gives the impression of being strong and bold. Although the typeface worked nicely with the mark, the angles and alignments did not work correctly with the new bran aesthetic. The most noticeable edit done to the typeface was the edits of the angles that didn’t match the angles of the Mark.
∂ Nº 066 ∏ ∏ ∆
CLEAR SPACE
Z
1½Z
Z
Z
1½Z
CLEAR SPACE
Z
Z
067
1½Z
1½Z
1½Z
1½Z
Clear Space Clear space is the area surrounding the logo that must always be free of any text or graphic elements. It ensures that the logo stands distinctively in any environment. The clear space of the Casio stacked logo is determined by the Mark and is shown as value Z, while the spacing for the single lined logo is 1-1/2 Z.
1½Z
∆
1½Z
CASI0 ∂ BRAND GUIDELINES
1½Z
∂
Nº SECTION ∂ 03 ∂
068
Variations
∏ ∏ ∆
Color Combination The Casio primary logo is composed of two colors, Casio Blue and the Casio Sleek Grey. When placed on light backgrounds please refer to using the the standard logo palette (1A), but on occasion when vibrancy issues tend to occur please revert to our mono color logo (1B) for usuage. The Casio logo can be also reversed out of any color from the Casio color palette as along as there is sufficient contrast to allow proper visibility. If vibrancy issues occur when reversing out, reference our mono color logos (Row B) for use. The Casio logo can also be placed or reversed out of a photographic images. When reversing out of an image, make sure there is sufficient contrast to keep the logo legibility, but if vibrancy issues occur when reversing out, reference our mono color logo (Row B) for use. Color combinations follow the same guidelines as the single color backgrounds in the paragraph above.
1 A
B
2
∆
3
CASI0 ∂ BRAND GUIDELINES
069
4
∂
Nº 070 ∏ ∏
SECTION ∂ 04 ∂
Incorrect Uses
∆
Do’s & Don’ts Care must be taken to ensure correct and consistent usage of all the elements that are part of the Casio visual identity system. This is an important factor in creating and maintaining a visual identity and its consistency in presentation. Due to its high importance it must be given careful attention.
DO NOT OUTLINE THE LOGO
D O N OT R OTAT E THE LOGO
DO NOT RECONSTRUCT THE LOGO
DO NOT ADD A SHADOW TO THE LOGO
071
DO NOT USE GRADIENTS WITH THE LOGO
D O N OT U S E OT H E R T Y P E FAC E TO REPLACE LOGOTYPE
D O N OT C H A N G E C O LO R T H AT I S OUTSIDE OF THE PRIMARY COLORS
DO NOT SKEW OR DISTORT THE LOGO
CASI0 ∂ BRAND GUIDELINES
DO NOT ADD SHAPES ON THE BACK OF THE LOGO
∆
DO NOT DECONSTRUCT ELEMENTS FROM THE LOGO
∂
Nº 072 ∏ ∏
SECTION ∂ 05 ∂
Typography
∆
Typeface 01: Sentinel As the Casio brand has evolved to a design centered attitude, so has our views on typography. Sentinel, our primary typeface, sets an elegant, confident, modern tone for Casio's visual communication and core. One of the most unique elements within the identity system, Sentinel must be the only serif used and can not be replaced by any other typeface. Sentinel, an elegant serif face is the fundamental element of our new brand and must never be substituted. This font family allows for the use of various weights as needed for both print, online, and mobile applications. Sentinel can be used for primary headlines and body copy. IMP O R TA N T∂
∆∆ Must be used for all printed, online, and mobile applications ∆∆ Do not create body copy smaller that 9pt. ∆∆ Secondary information should be no smaller than 6pt.
073
SENTINEL ∂ BOOK A B C a b c d 1 2 3 4 . , ? ; ’
D E F G H I J K L M N O P Q R S T U V W X Y Z e f g h i j k l m n o p q r s t u v w x y z 5 6 7 8 9 0 [ ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
SENTINEL ∂ BOOK ITALIC A B C a b c d 1 2 3 4 . , ? ; ’
D E F G H I J K L M N O P Q R S T U V W X Y Z e f g h i j k l m n o p q r s t u v w x y z 5 6 7 8 9 0 [ ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
SENTINEL ∂ SEMIBOLD A B C a b c d 1 2 3 4 . , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
SENTINEL ∂ SEMIBOLD ITALIC D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { } ∆
A B C a b c d 1 2 3 4 . , ? ; ’
SENTINEL ∂ BLACK A B C a b c d 1 2 3 4 . , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
SENTINEL ∂ BL ACK ITALIC A B C a b c d 1 2 3 4 . , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
CASI0 ∂ BRAND GUIDELINES
FON T FA MILY ∂
∂
Nº 074 ∏ ∏ ∆
Aa
∂∂ USUAGE
∂∂ SENTINEL WEIGHTS SENTINEL IS AVAILABLE IN 12 STYLES: ∂ THIN ∂ SEMIBOLD ITALIC ∂ THIN ITALIC ∂ BOLD ∂ BOOK ∂ BOLD ITALIC ∂ BOOK ITALIC ∂ BLACK ∂ MEDIUM ∂ BLACK ITALIC ∂ MEDIUM ITALIC ∂ SEMIBOLD
∂ PRIMARY HEADLINES ∂ BODY COPY
075
Sentinel was designed to address the many shortcomings of the classical slab serif. Unbound by traditions that deny italics, by technologies that limit its design, or by ornamental details that restrict its range of weights, Sentinel is a fresh take on this useful and lovely style, offering for the first time a complete family that’s serviceable for both text and display. From the Antique style it borrows a program of contrasting thicks and thins, but trades that style’s frumpier mannerisms for more attractive contemporary details. By including a complete range of styles, six weights from Light to Black that are consistent in both style and quality. Planned from the outset to flourish in small sizes as well as large, Sentinel contains features like short-ranging figures that make it a dependable choice for text. And most mercifully, it includes thoughtfully designed italics across its entire range of weights.
∆
DESCRIPTION ADAPTED FROM HOEFLER & CO.
CASI0 ∂ BRAND GUIDELINES
HISTORY ∂
∂
Nº 076 ∏ ∏ ∆
Typeface 02: Geogrotesque Geogrotesque, our secondary typeface, sets a technical, strong, and serious tone for Casio's visual communication and core. Paired with our primary typeface, Geogrotesque strengthens our identity system and can be strong enough to stand alone in certain applications. Geogrotesque, a semi modular san serif face is a fundamental element of our new brand and must never be substituted. This font family allows for the use of various weights as needed for both print, online, and mobile applications. Geogrotesqye can be used for subtitles, captions, and folios. IMP O R TA N T∂
∆∆ Must be used for all printed, online, and mobile applications ∆∆ Do not create body copy smaller that 9pt. ∆∆ Secondary information should be no smaller than 6pt.
077
GEOGRO T ESQUE ∂ ULT R A LIGH T A a 1 .
B C b c d 2 3 4 , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
GEOGROTESQUE ∂ LIGHT A a 1 .
B C b c d 2 3 4 , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
GEOGROTESQUE ∂ REGULAR A a 1 .
B C b c d 2 3 4 , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
GEOGROTESQUE ∂ MEDIUM B C b c d 2 3 4 , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { } ∆
A a 1 .
GEOGROTESQUE ∂ SEMI BOLD A a 1 .
B C b c d 2 3 4 , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
GEOGROTESQUE ∂ BOLD A a 1 .
B C b c d 2 3 4 , ? ; ’
D e 5 [
E F G H I J K L M N O P Q R S T U V W X Y Z f g h i j k l m n o p q r s t u v w x y z 6 7 8 9 0 ] \ = - + _ ! @ # $ % ^ & * ( ) < > ” : { }
CASI0 ∂ BRAND GUIDELINES
FON T FA MILY ∂
∂
Nº 078 ∏ ∏ ∆
Aa ∂∂ GEOGROTESQUE WEIGHTS GEOGROTESQUE IS AVAILABLE IN 14 STYLES: ∂ THIN ∂ REGULAR ITALIC ∂ THIN ITALIC ∂ MEDIUM ∂ U LT R A L I G H T ∂ MEDIUM ITALIC ∂ U LT R A L I G H T I TA L I C ∂ SEMIBOLD ∂ LIGHT ∂ SEMIBOLD ITALIC ∂ LIGHT ITALIC ∂ BOLD ∂ REGULAR ∂ BOLD ITALIC
∂∂ USAGE ∂ ∂ ∂ ∂
SUBTITLES CAPTIONS FOLIO PAGE NO.
079
Like all square sans serifs, Geogrotesque is a semi modular with a subtle rounded finish typeface. We outfitted the typeface with a much larger and more sophisticated visual vocabulary, to ensure that common casualties like the lowercase could be rendered in a style consistent with the rest of the design. Although the type family has a geometric or "technological" construction, the rounded finish provides it a warm appearance, making the typefaces nicer and nearby. Geogrotesque has been conceived to be used as a display typeface in publications or intermediate length texts, most of all the Thin and Ultralight weights which were meant to be used in big sizes. These same subtle complexities allow the design to extend to a broad range of weights, from a crisp Thin to a muscular Bold, with matching italics throughout.
∆
DESCRIPTION ADAPTED FROM EMTYPE.
CASI0 ∂ BRAND GUIDELINES
HISTORY ∂
∂
Nº 080 ∏ ∏
SECTION ∂ 06 ∂
Color Palette
∆
Our Expression The Casio color palette offers a set of colors that allows for many ways to create impressionable communication pieces. With color being an important element in creating a memorable and long lasting identity, color accuracy is important to maintain to allow unity to our brand. This color palette can be used to link certain information, and to offer the viewer visual cues for different information. PRIMARY ∂
The primary colors are Casio Electric Blue and Casio Stealth Grey. These primary colors are supported by a complementary neutral palette of secondary colors: Calming Blue, Sleek Grey, Relaxed Blue, and Polished Grey. Primary colors are used for titles and headlines. Stealth Grey is used for body text and Electric Blue for page numbers and folio titles. Never use more than two colors for headlines and subheads on the same spread.
SECONDARY ∂
Secondary colors are used for subheads and captions. Sleek Grey is used for folios and line graphics. Relaxed Blue and Polished Grey should be used when dark backgrounds are in use to help legibility.
081
∂∂ CASIO ELECTRIC BLUE PANTONE C∂ 293C PANTONE U∂ 301U PANTONE M∂ 293M CMYK ∂ 99.83.00.12 RGB ∂ 20.65.144 HEX ∂ 1F438D
∂∂ CASIO CALMING BLUE
PANTONE C∂ 7540C PANTONE U∂ 7547U PANTONE M∂ 432M C M Y K ∂ 0 7. 0 1 . 0 6 . 8 0 RGB ∂ 80.84.84 HEX ∂ 505454
∂∂ CASIO SLEEK GREY PANTONE C∂ 7543C PANTONE U∂ 7543U PANTONE M∂ 7543M C M Y K ∂ 0 7. 0 1 . 0 6 . 4 1 RGB ∂ 153.160.158 HEX ∂ 989F9E
∂∂ CASIO RELAXED BLUE PANTONE C∂ 290C PANTONE U∂ 290U PANTONE M∂ 290M CMYK ∂ 20.04.02.00 RGB ∂ 200.224.239 HEX ∂ C7E0EF
∂∂ CASIO POLISHED GREY PANTONE C∂ 7541C PANTONE U∂ 7542U PANTONE M∂ 7541M CMYK ∂ 09.05.06.10 RGB ∂ 208.211.212 HEX ∂ CFD2D3
CASI0 ∂ BRAND GUIDELINES
∆
PANTONE C∂ 284C PANTONE U∂ 284U PANTONE M∂ 284M C M Y K ∂ 4 9 . 2 7. 0 6 . 0 0 RGB ∂ 132.165.203 HEX ∂ 84A4CB
∂ ∂ C A S I O S T E A LT H G R E Y
A
∂
Nº 082 ∏ ∏ ∆
B
C
SECTION ∂ 07 ∂
Photography Style
083
Imagery Our visual identity system uses three style of photography. Images should be either black and white, duotone using Casio’s Electric Blue, and colored photography that has been edited by desaturating the reds and magentas. When enlarging an image, be sure it has adequate resolution to avoid a pixellated look. When shooting photography of people in an environment, take care to capture only the desired event; leave out unnecessary elements. Full-bleed images can be used to show dynamic visuals but should be used with care.
∂∂ PHOTOGRAPHY
CASI0 ∂ BRAND GUIDELINES
∆
EXAMPLES SHOWN ON THE LEFT: A. BLACK & WHITE B. DUOTONE C . D E S AT U R AT I O N
∂
Nº 084 ∏ ∏
SECTION ∂ 08 ∂
Business System
∆
∂ ∂ S TAT I O N A RY EXAMPLES ARE SHOWN ON THE RIGHT: 1. LETTERHEAD 2. ENVELOPE 3. BUSINESS CARD 4. CD 5. APP START UP 6. NOTEBOOK
CASI0 ∂ BRAND GUIDELINES
∆
085
04
CASI0 ∂ BRAND GUIDELINES
∆
087
PUSHING
BOUNDARIES
∂
Nº 088 ∏ ∏ ∆
SECTION ∂ 01 ∂
New Expansions
089
C ASIO PUSHES T HE BOUNDARIES IN CRE AT ING INNO VAT I V E T ECHNOLOGIES A ND SER V ICES T HAT ASSIS T PROFESSIONALS TO DE AL W I T H T HE
Since the creation of the Casio digital watch, musical instruments, dictionaries, and cameras, Casio has been a brand that was always been dedicated to the innovation of technology and accessibility for those that needed to be productive. Through these innovations, Casio has always been able to provide tools that help users in every level of their fast paced lives. But a new future has been created for Casio, and it will take new strides to help future professionals by giving them the assistance they need to be productive and change the future.
CASI0 ∂ BRAND GUIDELINES
A Look into the Future
∆
STRESSES OF LIFE.
∂
Nº 090 ∏ ∏ ∆
Casio now understands that through technological advancements, they can create new enviornments where ideas, productivity, and life can empower and motive users to expand their potentials ten-folds. Casio's new mentality has set up a technology brand that can provide assistance in any form which can be categorized within six general classifications: Service, Product, Event, Education, Enviornment, and Experience. Within these groups, Casio has created space that can be reached personally to globally.
CASIO WEARABLE ∫ / ∫
H E A LT H T R A I N E R S ∫
CASIO COMPUTERS ∫ / ∫ ∫
MENTORING ∫
CASIO VEHICLE ∫ / ∫
TUTORING ∫
CASIO ROBOTICS ∫ / ∫ ∫
CASIO CAMPUS ∫ / ∫ ∫ ∫ ∫
C BRAINSTORM ∫ / ∫ ∫
CASIO HUBS ∫ / ∫ ∫ ∫ ∫
ASSISTIVE APPLIANCES ∫ / ∫ ∫ ∫
H E A LT H FA C I L I T I E S ∫
BOOKS SERIES ∫ / ∫
BACKERS ∫ / ∫
E D U C AT I O N A L D E V I C E S ∫ / ∫
C O N S U LTA N C Y ∫ / ∫
C ASSIST ∫ / ∫ ∫
CASIO STORE ∫ / ∫ ∫ ∫
C H E A LT H ∫ / ∫
C O M M U N I T Y P L AT FO R M ∫
C CLOUD ∫
FOCUS WORKSHOPS ∫ / ∫ ∫
C FINANCE ∫ / ∫
ST R AT E G Y WO R KS H O P S ∫ / ∫ ∫
C TIME ∫ / ∫
MANAGEMENT WORKSHOPS ∫ / ∫ ∫
TECHNICIAN SERVICE ∫ / ∫
SKILL WORKSHOPS ∫ / ∫ ∫
C PROTECT ∫ / ∫
LECTURES ∫ / ∫ ∫
VIRTUAL WORKSPACE ∫ / ∫ ∫
B U S I N E S S R E T R E ATS ∫ / ∫ ∫
CASIO HOME ∫ / ∫ ∫ ∫
R E C R E AT I O N A L R E T R E ATS ∫ / ∫
CASIO WORK ∫ / ∫ ∫ ∫
∑PRODUCTS
∑SERVICES
∑EXPERIENCES
∑ENVIORNMENTS
∑EVENTS
∑ E D U C AT I O N ∑CO-SPONSORED
091
GLOBAL SPACE
∑ C O M M U N I T Y P L AT FO R M ∑BACKERS ∑LECTURES ∑CASIO HUBS ∑FOCUS WORKSHOPS
∑ C O N S U LTA N C Y
∑ B U S I N E S S R E T R E ATS
∑CASIO STORE
∑SKILL WORKSHOPS ∑ R E C R E AT I O N A L R E T R E ATS
∑CASIO CAMPUS ∑TECHNICIAN SERVICE
∑ ST R AT E G Y WO R KS H O P S
PUBLIC SPACE
∑CASIO WORK
∑VIRTUAL WORKSPACE
∑ H E A LT H FA C I L I T I E S
∑CASIO TUTORING
∑MANAGEMENT WORKSHOPS ∑CASIO MENTORING ∑CASIO HOME
∑C TIME ∑CASIO TRAINERS
∑C FINANCE
∑ E D U C AT I O N A L D E V I C E S
∑ASSISTIVE APPLIANCES ∑C PROTECT
∑CASIO COMPUTERS
∑C CLOUD ∑BOOKS SERIES
PERSONAL SPACE
∑C BRAINSTORM ∑CASIO WEARABLES
∑C ASSIST
∆
∑ C H E A LT H
∑CASIO ROBOTICS
∑VEHICLE
HIGH CASI0 ∂ BRAND GUIDELINES
LOW
∂
Nº 092
PRODUCT ∂
SERVICES ∂
EXPERIENCE ∂
CASIO WEARABLE Tech that can be worn and give access to Casio content, services, and record personal health information on a daily basis.
C ASSIST Virtual assistant developed through artificial intelligence that can help access information and services and work across different platforms and programs to assist the user.
VIRTUAL WORKSPACE A virtual reality experience that allows users communication between multiple parties and gives access to tools and platforms to become more productive in work and life.
C HE ALT H A health service that regulates your personal health information retrieve from all your Casio products. It also duals a sleep management application that can be used for understanding sleep patterns and help improve energy and efficiency.
CASIO HOME Personal environment that are customized and synced to the users personal needs. It also gives user access to all Casio services and content in a wider scale and access to different platforms.
∏ ∏ ∆
CASIO COMPUTERS Portable smart tech that can be used around different environments, such as home or work, and can be used to access different Casio services, platforms, or communication. CASIO ROBOTICS Personal robotic that can assist in daily living and activities. Users can take advantage of the ability to have a personal companion for any need and provides ability to take orders and commands. CASIO VEHICLE Smart vehicle that can be used for transportation and duel as a mobile office when mobility is needed. C BRAINSTORM Brainstorming application that can be used to create and gather ideas for personal or work related affairs. ASSISTIVE APPLIANCES Smart appliances that can be placed throughout home or work environment, and can be used for specific needs and provide maximum level of comfort and control. BOOKS SERIES Literature that can help self motivate, educate, challenge the user on different stages of their lives. EDUCATIONAL DE VICES Portable products that can be used to help teach and build knowledge.
C CLOUD Cloud storage that can store digital archives and media that can be accessed from any location publicly or privately no matter where you are. C FINANCE Financial application that can be used for maintaining and controlling any work/personal finance. C TIME Time management application that can be used for organizing work/personal time. Adapts to any personal preference and style. TECHNICIAN SERVICE Provides on-site access for installation of any Casio products to help build and develop any personal enviornments. C PROTECT Digital protection that provides around the clock monitoring and surveillance of all personal and work related digitals files to prevent theft.
CASIO WORK Personal environment that are customized and synced to the users personal work needs. It also gives access to Casio services and content in a personal scale and access to different platforms. HE ALT H T R AINERS Included in every health facility, personal trainers that allow the personal building of mental and physical endurance and stamina. MENTORING Customer related service that allows mentorship at different level of education, business, and life. TUTORING A service that allows user to receive personal tech training and online media for additional help.
ENVIRONMENT ∂
EVENTS ∂
CASIO CAMPUS Educational campus and research labs used to expand on the users personal growth and help them achieve the knowledge needed for their careers.
FOCUS WORKSHOPS Events that helps build focus and train your mind to work more efficiently.
BACKERS A virtual platform that allows companies, start-ups, and individuals to come together and help invest among each other and create a channel to connection. CONSULTA NC Y Exclusive service that can be used to enrich and help build work environments and projects using Casio products and services. CASIO STORE A centralized environment where products and services can be accessed and purchased. COMMUNIT Y PL ATFORM A digital centralized environment where Casio members can communicate socially throught the day.
MANAGEMENT WORKSHOPS Services that help build management relationships. SKILL WORKSHOPS Personal building courses that help expand the knowledge of different information. LECTURES Events developed to educate and spread knowledge on the product and services that Casio brings to daily living and work life. Lectures will be composed to educate and to gain additional information on how Casio can improve their products. BUSINESS RE TRE ATS Event that help build connection between executives and employees. RECRE ATIONAL RE TRE ATS Personal events that help unstress and entertain.
∆
HE ALT H FACILI T IES Location used to help build physical and mental endurance and stamina.
STR ATEGY WORKSHOPS Services that help build company strategies for different markets and bring connection between company and customers.
CASI0 ∂ BRAND GUIDELINES
CASIO HUBS An environment that provides tools and assistance to work related projects.
9 3
∂
Nº 9 4 ∏ ∏ ∆
IF IT ’S NOT
9 5
C O M P L E T E LY
CASI0 ∂ BRAND GUIDELINES
NOT C ASIO
∆
ORIGINAL IT ’S
∂
Nº 9 6 ∏ ∏ ∆
SECTION ∂ 02 ∂ E N V I R O N M E N T / E D U C AT I O N A L / E X P E R I E N C E
CASIO CAMPUS
CASI0 ∂ BRAND GUIDELINES
∆
9 7
∂
Nº 9 8
DEDIC AT ED TO INCLUDE A W IDE
∏ ∏ ∆
VA RIE T Y OF EDUC AT ION A L PROGRAMS, COURSES, AND LABS THE CAMPUS WILL BE USED TO DEVELOP AND EXPAND ON THE PERSONAL GROW TH OF INDIVIDUALS A ND DEDIC AT E I T SEL F T O INNO VAT ION. THE CAMPUSES WOULD HELP YOUNG PROFESSIONALS SCULPT THEIR DEGREES TO THE CAREER THEY ARE LOOKING FOR.
IN THE FUTURE DEGREES WILL BE SELF TAILORED TO YOUR PERSONAL CAREER AND GIVE YOU THE ABILITY TO E D U C AT E YO U RS E L F O N TO P I C S T H AT YO U LOV E .
CASI0 ∂ BRAND GUIDELINES
∂∂ KNOWLEDGE
∆
9 9
∂
Nº 100 ∏ ∏ ∆
CASI0 ∂ BRAND GUIDELINES
∆
101
∂
Nº 102 ∏ ∏ ∆
CASIO WEARABLE
CASI0 ∂ BRAND GUIDELINES
SECTION ∂ 03 ∂ PRODUCT / SERVICE
∆
103
∂
Nº 104 ∏ ∏ ∆
T HROUGH T HE INNO VAT ION OF
105
NE W T E C HN O L O G Y, C A S I O H A S BEEN ABLE TO DESIGN WEARABLE T ECH T HAT C AN BE ON YOU T H R O U G H O U T T H E E N T I R E D AY. MONITORING AND ACCESSING C A S I O C O N T E N T, S E R V I C E S , A ND HE A LT H INFORM AT ION, C A SIO WEARABLE ASSISTS ANYONE TO BECOME MORE PRODUCTIVE
CASI0 ∂ BRAND GUIDELINES
∆
FOR AN Y SI T UAT ION.
∂
Nº 106 ∏ ∏ ∆
ALL WEARABLES WILL EXIST TO MAKE YOU MORE PRODUCTIVE IN LIFE AND IN WORK. THEY WILL GRANT YOU ACCESS TO DIFFERENT P L AT FO R M S A N D M E D I A .
CASI0 ∂ BRAND GUIDELINES
∂∂ WEARABLES
∆
107
∂
Nº 108 ∏ ∏ ∆
SECTION ∂ 04 ∂ ENVIRONMENT / EXPERIENCE
CASIO HOME
CASI0 ∂ BRAND GUIDELINES
∆
109
∂
Nº 110
THE HOME OF THE FUTURE WILL
∏ ∏ ∆
BE A LIFEFORM OF ITS OWN. H AV ING T HE A BIL I T Y T O K NO W WHEN YOU ARE ARRIVING, WHEN YOU L E AV E , A ND W HEN T O ORDER MORE GROVERIES, CASIO HOME WILL ASSIST THE FUTURE PROFESSIONAL IN ANY THING THEY N E E D T O L I V E C O M F O R TA B LY.
THE FUTURE HOME WILL BE AN E N V I R O N M E N T T H AT W I L L C U STO M IZE ITSELF AND SYNC TO THE USERS PERSONAL NEEDS. IT WILL GIVES ACCESS TO ALL CASIO SERVICES AND PRODUCTS WHILE MAINTAINING ORDER IN THE HOME.
CASI0 ∂ BRAND GUIDELINES
∂∂ SYNCED
∆
111
∂
Nº 112 ∏ ∏ ∆
CASI0 ∂ BRAND GUIDELINES
∆
113
∂
Nº 114 ∏ ∏ ∆
ASSISTIVE APPLIANCES
CASI0 ∂ BRAND GUIDELINES
SECTION ∂ 05 ∂ PRODUCT / EXPERIENCE
∆
115
∂
Nº 116
WITH CASIO, SMART ASSISTIVE
∏ ∏ ∆
TECH WILL BE DEVELOPED TO GRANT YOU A MORE EFFICIENT WAY OF L I V ING. I T W OUL D ALLOW YOUR LIFE TO BE SYNCED WITH EVERY THING YOU OWN A ND A L LO W YOU T O S AV E T IME BE MORE PRODUCTIVE
S M A RT T E C H A P P L I A N C E S T H AT C A N BE PLACED THROUGHOUT HOME OR W O R K E N V I R O N M E N T, A N D C A N B E USED FOR SPECIFIC NEEDS AND PROVIDE MAXIMUM LEVEL OF COMFORT AND CONTROL.
CASI0 ∂ BRAND GUIDELINES
∂∂ APPLIANCES
∆
117
∂
Nº 118 ∏ ∏ ∆
SECTION ∂ 06 ∂ P R O D U C T / E D U C AT I O N A L / E X P E R I E N C E
CASIO ROBOTICS
CASI0 ∂ BRAND GUIDELINES
∆
119
∂
Nº 120 ∏ ∏ ∆
THE FUTURE OF ROBOTICS IS
121
T O GIV E YOU ASSIS TA NCE IN T O AN Y T HING YOU NEED T HAT NO SERVICE OR PRODUCT CAN GIVE YOU. CASIO'S PERSONAL ROBOTIC W IL L A S SIS T Y OU IN AY D A ILY ACTIVITY OF WORK YOU ASK
USERS CAN TAKE ADVANTAGE OF THE ABILITY TO HAVE A PERSONAL COMPANION FOR ANY NEED AND PROVIDES ABILITY TO TAKE ORDERS AND COMMANDS FOR ANY J O B S Y O U A R E W I L L I N G T O G I V E I T.
CASI0 ∂ BRAND GUIDELINES
∂∂ HELP WHEN NEEDED
∆
IT TO.
∂
Nº 122 ∏ ∏ ∆
SECTION ∂ 07 ∂ ENVIRONMENT / EXPERIENCE
VIRTUAL WORKSPACE
CASI0 ∂ BRAND GUIDELINES
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123
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W E SPEND MOS T OF OUR DAYS
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WORKING. THE MAJORIT Y OF OUR TIME IS IN THE OFFICE, BUT IN T HE FU T URE OF T OMORRO W, CASIO WILL PROVIDE A VIRTUAL W O R K P L A C E T H AT G I V E S E V E R YONE ACCESS TO EVERY FILE, E V E R Y P R O JE C T, A ND E V E R Y
THE WORKPLACE OF THE FUTURE IS NOW ON THE GO AND CASIO F I L LS T H E N E E D T H R O U G H FAC I L I TAT I N G A P O RTA B L E V I RT UA L REALITY WHERE ANYONE CAN GET WORK DONE FROM ANYWHERE.
CASI0 ∂ BRAND GUIDELINES
∂∂ THE NEW REALITY
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MEETING.
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Nº 126 ∏ ∏ ∆
CASI0 ∂ BRAND GUIDELINES
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127
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Nº 128 ∏ ∏ ∆
CASIO VEHICLE
CASI0 ∂ BRAND GUIDELINES
SECTION ∂ 08 ∂ PRODUCT / EXPERIENCE
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129
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Nº 130 ∏ ∏ ∆
WHEN ON THE GO, CASIO VEHICLE ALLOWS ANYONE TO GET TO WHERE THEY ARE G OING A S QUIC K LY A ND P R ODUC T I V E LY A S POSSIBLE
THE WORKPLACE OF THE FUTURE IS NOW ON THE GO AND CASIO F I L LS T H E N E E D T H R O U G H FAC I L I TAT I N G A P O RTA B L E T H AT TA K E S YOU ANYWHERE.
CASI0 ∂ BRAND GUIDELINES
∂∂ OFFICE ON THE GO
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131
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Nº 132 ∏ ∏ ∆
CASI0 ∂ BRAND GUIDELINES
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133
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Nº 134 ∏ ∏ ∆
SECTION ∂ 09 ∂ ENVIORNMENTS / EXPERIENCE
CASIO HUBS
CASI0 ∂ BRAND GUIDELINES
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135
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CASIO HUBS ALLOW THE HIGHEST QUALIT Y L ABS AND WORKSHOPS T HAT ALLOW AN Y PROFESSIONAL TO ACCOMPLISH ANY PROJECTS
C O L L A B O R AT I O I S A N E C E S S I T Y I N TO DAYS WO R K E N V I O R N M E N TS . AT C AS I O, W E H AV E C R E AT E D T H E MOST PRODUCTIVE WORK SPACE FOR ANY PROJECTS
CASI0 ∂ BRAND GUIDELINES
∂ ∂ T H E F U T U R E I N C U B ATO R
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137
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Nº 138 ∏ ∏ ∆
LECTURES
CASI0 ∂ BRAND GUIDELINES
SECTION ∂ 10 ∂ E X P E R I E N C E / E D U C AT I O N
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139
∂
Nº 140
THESE EVENTS DEVELOPED TO
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E D U C A T E A N D S P R E A D K N O W LEDGE TO HELP PROFESSIONALS IMPRO V E A MONGS T T HEMSELV ES.
CASI0 ∂ BRAND GUIDELINES
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FIRST PUBLISHED : 2015 © 2015 HUGO UGAZ A L L R I G H T S A R E R E S E RV E D. N O PA R T O F T H I S P U B L I C AT I O N M AY B E R E P R O D U C E D STO R E D I N A R E T R I E VA L S YST E M O R T R A N S M I T T E D IN ANY FORM OR BY ANY MEANS, ELECTRONIC, PHOTO COPYING, RECORDING OR OTHERWISE, WITHOUT PRIOR PERMISSION OF CASIO. PRINT HUGO UGAZ EPSON 3880 : RED RIVER 32LB BIND BPS REPRO GRAPHIC SERVICES CO. 9 4 5 B R YA N T S T, SAN FRANCISCO, CA 94103 DESIGNER HUGO UGAZ HUGOUGAZ@GMAIL.COM WEBSITE: R E B R A N D I N N O VAT I O N . C O M