NTC is a global manufacturer of quality machine tools. Heaquartered in Japan, the company’s North American operations are based in Novi, Michigan, and is comprised of four divisions—Laser Systems, Grinding Machines, Transfer Lines and Machining Centers.
With a global company as large as Japanese-based Nippei Toyama Corporation (NTC), managing the corporate identity is a daunting task. When NTC America relocated its technical facilities they decided now was the time to position the American divisions in a more positive and cohesive manner. Customers of each product area are unfamiliar with the overall capabilities of the company. How was NTC going to pull these divisions together and appear as though they were operating under a leading global automotive supplier? How were they going to prevent the divisions from working independently in implementing an effective marketing strategy? How were they going to develop a consistent theme and identity across four divisions that were so technically different in scope and product?
SOZO | Pivotal was brought in to change the image and identity of the company to better position the four divisions and give the new local North American headquarters a fresh look and feel.
With a thorough understanding and background in the Japanese language and culture, SOZO | Pivotal was able to create an identity solution that effectively encompassed the four American divisions under NTC America while not compromising the company’s Japanese origins. The branding campaign included an identity mark representing NTC America. This logo symbolizes the global reach and presence of the entire company. SOZO | Pivotal then creatively generated separate divisional icons derived from the “globe” mark.
The logo was lauded for its simplicity and representation of the company’s product areas. The primary colors and existing NTC typeface were incorporated into the design to further leverage the consistency and credibility of the company.
The new brand strategy has been so successful that it was also considered for implementation in not only North America, but throughout all NTC entities across the globe until the company was purchased by Komatsu in 2009. SOZO | Pivotal also created collateral marketing materials, multi-media presentations and web sites that will incorporate the new NTC America identity.