PLYMOUTH, MI — Aisin World Corp. of America, Inc. (AWA) unveiled a new graphic identity and slogan. The changes come as the company celebrates its 40th anniversary beginning this month.
“The new look lends itself to a company in motion,” says Junichi Nishimura, president, AWA. “The design of the unique logo was meant to express advanced innovation and originality of the Aisin entity, and reflect the company’s broad outlook and open mind.”
With significant increases in global business, Aisin chose a new slogan to complement its logo and further define the company’s image and direction. The theme, in English, Geared Up for the Future is literally described by the theme in Japanese, “Look to the future, advance the generation.”
“Aisin is in ongoing pursuit of challenging the future for people, automobiles and society,” says Nishimura. “Our theme supports that philosophy and describes its forward direction. Meanwhile, Aisin has undertaken a major effort to communicate other changes in this specialized market category.
“One of the most important aspects to this announcement is to assure our customers in the increasingly influential automotive aftermarket industry that Aisin will continue to manufacture and market the same great products it always has,” says Don Whitsitt, AWA executive vice president. “We are a company in motion, constantly improving and looking toward the future, and our new look and positive attitude reflect that.”
Whitsitt says a marketing communications campaign is underway in North America and in Latin American markets to inform current and new customers of the company’s news. The company also said that it will discontinue use of the “ASCO” brand name in its aftermarket business as part of its brand unification effort. The name “AISIN” will now be used in all aftermarket marketing applications.
AISIN customers will soon see new, colorful packaging and sales materials with vibrant aftermarket product photos. Further, “AISIN” will be stamped on all aftermarket products. ADVICS, a joint venture between AISIN Seiki, Denso and Sumitomo Electric, will continue to be marketed under the ADVICS brand name.
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