our personality
Brand ＆ Design
BRAND
& DESIGN
In 2016, to convey the new image of Sugino Machine both internally and externally in celebration of its 80th anniversary, we leveraged the “power of brand and design.”
In order to enhance our competitiveness in the global market and become a company that continues for the next 100 to 150 years, we simultaneously carried out projects for CI (Corporate Identity) and PI (Personal Identity) as activities to convey a strong “message.”
Through this series of activities, we aim for our employees, both domestically and internationally, to create visuals and products with a strong message and to resonate with the desired image.
For our customers, we aim for them to empathize with a consistent message through various touchpoints and product experiences, and together, work towards achieving a sustainable society.
1. Corporate Identity
Twenty young members from across the company, along with Vice President Gaku Sugino (then Executive Vice President), took the lead in redefining our mission, vision, and values, ultimately completing the new philosophy known as “Sugino Philosophy.”
Rather than completely rejecting the past, we refined our fundamental principles, such as “thinking for oneself, creating for oneself, and selling and servicing for oneself,” which have been valued since our founding. We updated these principles to align with our current and future ideals and aspirations.
What is CI (Corporate Identity)?
It refers to strategies and methods aimed at unifying a company’s brand and image to convey a consistent message. Specifically, it involves visually and verbally expressing the company’s philosophy, values, and vision to clearly demonstrate its personality and direction.
SUGINO PHILOSOPHY
Meeting customer expectations with technology – this has been at our very core at each and every stage of the growth, and our motivation for challenging new frontiers.
“We develop our own ideas, create our own solutions, sell our own products and provide services.”
As a professional engineering company, we are carrying forward this enduring ‘Founding Spirit’ to keep advancing.
Mission “Creating Honestly, Creating Solution, Creating Future”
Creating Honestly: We respect customers, colleagues, and the company while nurturing motivated and capable individuals.
Creating Solution: we enhance our technology and provide the best products to our customers with infinite creativity and ingenuity.
Creating Future: We contribute to society while striving for the happiness of employees and the perpetual development of the company.
Vision “Global Niche Leader”
We have consistently realized “one step further beyond our customers’ desires” with passion and ingenuity, never giving up even in challenging situations where customers express their desire for something specific.
Moving forward, we will continue to refine our unique “super technology” that only Sugino Machine can provide.
By delivering necessary solutions from regional Japan to the world, we aim to become an indispensable presence in global manufacturing.
Values “CLEANer”
C…Challenging
L…Leading
E…Encouraging
A…Aspiring
N…Never give up
Each one of us will take a leading role, encouraging each other to challenge with mutual support among colleagues.
We will persist until we are satisfied.
Let’s earnestly enjoy working and the act of doing our job, aspiring eagerly to the new creations that will emerge from now on.
Brand logo and design system
The feelings and ideas encapsulated by employees in the “Sugino Brand” were visually expressed through elements such as the brand logo and brand icon, created by Masaaki Hiromura of Hiromura Design Office.
It’s a new logo for SUGINO that incorporates an exclamation mark (!) into the letter ‘I’ to express surprise.
It stands for surprises and stimulation that come about when we meet with customers, and the symbol of exceptional value that exceeds expectations through delivering our products.
We will continue to walk alongside our customers, embodying the spirit of our founding in the color Sugino Green, along with renewed determination.
PI(Product Identity)
Our unique approach to product development.
In the context of products, conducting user surveys on-site to address potential customer needs, and pursuing our unique approach to product development alongside elements such as corporate identity (CI) and brand logos, we discovered that our concept word “precision” aligns with three distinct perspectives.
First, implemented in our flagship product, the water jet cutter.
It has become a product that embodies our message, offering not only functionality but also high operability and safety, making it user-friendly.
What is product identity?
It refers to the unique brand image that a product or service possesses.
It plays a crucial role in establishing a consistent brand strategy across the entire range of a company’s products.
Our new "Water Jet Cutter"
Our new "Water Jet Cutter"
Concept word "precision" and three perspectives
We consolidate the concept word “precision” under the theme of “Seichi-kan (精緻感),” encapsulating our characteristic commitment to earnestly engage with customers and technology, along with the high accuracy inherent in our products.
In product design, specific design languages such as horizontal-vertical, geometric shapes, and functional color schemes are established.
We aim to achieve an organized factory space that promotes smooth operations and streamlined workflows, viewed from the perspectives of ‘design from operations,’ ‘design from workflow,’ and ‘design from space.’
Design from work
Design from the flow line
Design from Space
GK Industrial Design Incorporated
Design for creating beauty in thinking, forms and relationgships
GK Industrial Design seeks beauty as the essence of things to create new values
3. Achievements in activities
・2019 JIDA MUSEUM SELECTION vol.20
Integrated line
・2021 GOOD DESIGN AWARD
JCC-Module
・2022 GOOD DESIGN AWARD
BARRIQUAN series
Achievements in activities
Part of our activities has been featured in the Patent Office’s “Design Management Declaration” report.
From these series of activities, we aim to foster internal alignment with the ideal we strive for through product development.
For our customers, we seek to inspire resonance through various touchpoints and product experiences, eliciting empathy for our consistent message.
Together, we aspire to contribute to a sustainable society.
