MOVE MODERN: Brand Identity

Daikin is one of the largest companies in Japan and the global leader in the HVAC industry. Over the past few decades, the company has expanded into the oil hydraulics industry, acquiring a diverse group of companies worldwide. To create a unified identity among these companies—referred to as members of the Daikin Oil Hydraulics Group—Daikin sought the expertise of Nick Murphy to develop a tagline and branding strategy that would connect these subsidiaries with the parent company. Working closely with Daikin and All World, a member of the Daikin Oil Hydraulics Group, I conceptualized "MOVE MODERN"—a tagline that encapsulates the group’s core mission to innovate with state-of-the-art manufacturing solutions and advance the future of hydraulic technology.

-MOVE MODERN was selected to highlight Daikin’s commitment to innovation and its forward-thinking approach to hydraulic technology.

-The tagline was intentionally designed to be adaptable across industries, ensuring it resonated with Daikin’s globally diverse subsidiaries.

-After developing multiple prototypes, I crafted a sleek, modern typography and a refined color palette that provides each company with its own distinct identity while maintaining a cohesive connection to Daikin as the industry leader

Through strategic branding, the MOVE MODERN tagline successfully unites Daikin’s oil hydraulics division, reinforcing its position at the forefront of technological innovation.

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