Sysmex

At the time the project was launched, Sysmex was approaching its 40th anniversary—having grown far beyond what could have been imagined at the time of its founding.
To articulate and share the mindset that had fuelled this remarkable growth, a corporate philosophy development project was initiated.
Since then, with each renewal of its management vision, Sysmex has continued to rebrand itself—demonstrating an ongoing commitment to organisational evolution.

Mission

In formulating a new corporate philosophy, particular emphasis was placed on engaging in discussion from a global perspective.
To build a shared foundation for dialogue, we conducted interviews with stakeholders across all levels of the organisation—from regional CEOs to frontline employees—and brought their perspectives into the project team’s deliberations.

Through these global conversations, differing views on the company’s business domains became increasingly evident.
In Japan, the prevailing view was to diversify into new areas and pursue fresh possibilities. Overseas, however, there was stronger support for narrowing the focus and pursuing greater technological sophistication.
One contributing factor was that many of Sysmex’s overseas executives had a medical background, often as former doctors.
Rather than continuing as physicians treating one patient at a time, they had chosen to work in the field of medical technology—believing in its potential to help far greater numbers of people.
This medical insight and sense of purpose were revealed to be a powerful driving force behind Sysmex’s global activities.

Solution

Following extensive discussions with employees around the world, Sysmex articulated its corporate philosophy under the name "Sysmex Way."
At the core of this philosophy is the mission:
"Designing the evolution of healthcare."

After establishing the Sysmex Way, we began developing the visual identity that would embody it—starting with a new corporate logo and a refreshed Visual Identity System (VIS).
To support the design process, we engaged Lippincott, a leading global branding firm based in the United States.
This strategic choice reflected the significance of the U.S. market in the medical device industry at the time, and also served as a positioning move against major European competitors such as Siemens and Roche.

The new logo symbolises the natural surroundings of Sysmex’s home in Kobe—its sea, mountains, and the origin of life itself.
The Möbius strip motif, a symbol of infinity, represents the company’s unwavering commitment to continuous evolution.
The logo brings together multiple elements in harmony: advanced technology and responsibility as a medical device manufacturer, the idea of integration that embraces diversity, and a sense of security inspired by the richness of nature.

The Sysmex branding project is wide-ranging and ongoing.
From redesigning product aesthetics to enhance the quality of medical spaces, to developing corporate messages and communication tools in alignment with each new mid- to long-term management plan, the brand continues to evolve in response to business strategy.

Rather than fixating on a static identity, Sysmex continues to evolve its identity in step with the times and its strategic direction.
In its branding, as in its business, the company continues to embody its mission:
“Designing the evolution of healthcare.”