Introduces "Essence of Toshiba," a statement of values and guiding principles
26 Sep 2018 - TOKYO - Toshiba Corporation (TOKYO: 6502) has today unveiled a new global brand
identity the "Essence of Toshiba," a restatement of its abiding purpose and values. The
Essence of Toshiba replaces Toshiba's previous Group Management Vision, Brand
Statement and Brand Tagline.
The Essence of Toshiba will be applied across all Toshiba Group companies and in all
markets, as part of an initiative to harmonize and integrate the Group's diverse
businesses and operations around the world.
As a forward-looking and entrepreneurial Toshiba continues its business
transformation, the restatedcorporate philosophy and new brand identity will provide
a strong and consistent framework for all communication. A summation of core
management values and the DNA that has shaped the company for 143 years, the
Essence of Toshiba will guide Toshiba in building a sustainable future by focusing on
business domains that support modern life and society, and creating value with
The Essence of Toshiba was introduced in-house throughout Toshiba's global
organization on July 1. From October 1, it will be deployed in all of the Group's
activities, supported by a new visual identity. The scope of the rebranding will be
revealed through a global advertising campaign, a refreshed digital and social strategy,
along with a full set of branded communications materials and assets.
Ichiro Hirata, Toshiba's Corporate Vice President and leader of the Brand Project
Team, said, "We believe these strategic moves will help us establish strong foundations
for Toshiba's future. Our updated brand identity reflects our ambition to contribute to
a planet that's safer and cleaner, a society that's both sustainable and dynamic, a life as
comfortable as it is exciting, setting us on a path to deliver answers that will bring on a
brilliant new day."