Be Moved–Sony
–Brand Identity System

Background >> Select an already existing company whose identity was considered dated, or a company that in any way appeared unsuccessful in communicating the essence and message of their brand. After identifying the core values of the brand, the goal was to develop a new identity system that clearly express the brand values.
Approach >> I chose to rebrand Sony because the youthful vitality behind Sony is much more than Sony's current identity system can carry. In contrast, Sony's current identity system is not represented Sony's personality. I created a new brandmark based on Sony's voice and throughout the entire system. support graphics, pattern, and environmental  applications.