Striving for technological excellence
PAOS' 1991 logo for Japanese automotive-related parts maker Zexel.
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In 1991, and on the 51st anniversary of its founding, the Japanese car parts company Diesel Kiki Co., Ltd. introduced a new corporate identity designed PAOS.
This followed a meeting with shareholders, that agreed to change the name to ‘Zexel’ as a statement of a determination to refresh the ‘minds and bodies’ of the corporation and catalyse corporate development ahead of the 21st century as it developed its international business.
Continue reading to learn about the new name, and how the ideas behind the name were expressed visually. See the various configurations of the logo and how it was used alongside colour to express a new corporate philosophy that was more people and future-focused.
