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CIリニューアルの裏側と効果/CI-Renewal

LAPRAS
May 17, 2019

 CIリニューアルの裏側と効果/CI-Renewal

2019年5月17日のLAPRAS移転パーティで公開した、LAPRASのブランドリニューアルに関する資料です。
CI(Corporate Identity)、VI(Visual Identity)のリニューアルの過程と、その効果についてまとめています。

LAPRAS

May 17, 2019
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  1. $ * Ϧ χ ϡ ʔ Ξ ϧ ͷ
    ཪ ଆ ͱ ޮ Ռ
    Last Update 17 May,2019

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  2. 2
    খ୍࿨ਖ਼
    αʔϏεσβΠϯͱίʔϙϨʔτσβΠϯશൠ
    Λ୲౰ɻ
    σβΠϯ੹೚ऀ
    kazumasa.kotaki.3
    0 1 ͸͡Ίʹ
    Speaker
    '03.130$&44΍೔ຊσβΠϯηϯλʔ ݪσβΠϯݚڀॴͳ
    ͲͷσβΠϯϓϩμΫγϣϯͰ਺ଟ͘ͷφγϣφϧΫϥΠϯΞ
    ϯτʹର͠ΞʔτσΟϨΫγϣϯɺσβΠϯΛ͢Δதɺ"E'&45
    ΍5IF 8FCCZ "XBSETɺ'8" 40%ͳͲͷࠃ಺֎ͷΞϫʔυΛ
    ଟ਺ड৆ɻࣄۀձࣾͰσβΠϯ౷ׅͱͯ͠ΩϟϦΞΛੵΜͩޙɺ
    ࣄۀʹର͢ΔڞײͱՄೳੑΛײ͡ɺ೥݄೔ʹ-"13"4
    ೖࣾɻ

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  3. ࣮͸ฐࣾ͸ɺࠓ೥ͷ݄೔·ͰTDPVUZͱ͍͏໊ࣾͩͬͨͷͰ͕͢ɺ
    ݄೔͔Β-"13"4גࣜձࣾʹ໊લΛม͑ͯɺϩΰ΋େ͖͘มΘΓ·ͨ͠ɻ
    2016.9 ― 2019.4.9

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  4. ͪ͜ΒͰ͢ɻ
    2019.4.10 ―

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  5. View Slide

  6. 6
    ͳͥCIΛϦχϡʔΞϧͨ͠ͷ͔ʁ
    0 1 ͸͡Ίʹ
    Why?
    ໊ࣾมߋʹ߹Θͤͯ$*΋ݟ௚͢ઈ޷ͷλΠϛϯάͩͱߟ͔͑ͨΒͰ͢ɻ

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  7. 7
    ࠓ೔͸ͲͷΑ͏ʹ$*ΛϦχϡʔΞϧͨ͠ͷ͔Λ͓࿩͠͠·͢ɻ
    0 1 ͸͡Ίʹ
    How?
    ΋͠ɺ$*ͷϦχϡʔΞϧΛݕ౼͞Ε͍ͯΔձࣾ͞·͕͍Βͬ͠Ό͍·ͨ͠Βগ͠Ͱ΋ࢀߟʹͳΕ͹ͱࢥ͓ͬͯΓ·͢ɻ

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  8. ϦχϡʔΞϧͷλΠϜϥΠϯ

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  9. 9
    0 2 ϦχϡʔΞϧͷλΠϜϥΠϯ






    ੍࡞ձࣾʹ$*ɺ8FCαΠτͷڠྗґཔ
    ϘʔυϝϯόʔώΞϦϯά
    ࣾ಺ΩοΫΦϑɺઆ໌ձ࣮ࢪ
    ڝ߹ͷϩΰΛऩू
    ੍࡞ձࣾʹ$*ΦϦΤϯ
    ੍࡞ձࣾʹ8FCΦϦΤϯ
    ४උظؒɺࣾ಺ษڧձ΍ࣾ֎ΦϦΤϯΛ࣮ࢪ
    2018.11 ― 12
    TDPVUZ ਓ޻஌ೳ͕ɺҳࡐΛ୳͠ग़͢ɻ
    ʢ50#ʣ
    ਓ޻஌ೳ͕ɺఱ৬Λ୳͠ग़͢ɻ
    ʢ50$ʣ
    ੈͷதͷϛεϚονϚονΛͳ͘͢
    اۀͷϒϥϯσΟϯά
    ঎඼ϒϥϯσΟϯά
    ֤छΫϦΤΠςΟϒʢάϥϑΟοΫɺ
    ө૾ɺ
    )1ʣ
    .*ɾɾɾཧ೦
    ʢϏδϣϯɺ
    ϛογϣϯʣ
    #*ɾɾɾՁ஋ʢεϩʔΨϯͳͲʣ
    7*ɾɾɾࢹ֮
    ʢϩΰͳͲʣ
    ࠾༻ϒϥϯσΟϯά
    $* ͷߏங
    ΦʔϓϯͰ͋Εʗֵ৽ऀͰ͋Εʗٕज़ࢦ޲Ͱ͋Εʗސ٬υϦϒϯ
    ਪଌΑΓܭଌʗΞϯν࿑ಇू໿ʗ-&"/ ʹ࣮ߦ͢Δ
    ΠϯφʔϒϥϯσΟϯά

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  10. 10
    0 2 ϦχϡʔΞϧͷλΠϜϥΠϯ
    winners
    Honors
    Honors.
    The awwwards jury is proud
    to declare this website Honors
    in recognition of the great talent
    and effort invested in its creation.
    Apr 19, 2019
    LAPRAS.
    By LAPRAS Inc.
    2019 Official Certificate.
    Powered by TCPDF (www.tcpdf.org)
    ४උظؒޙɺϲ݄Ͱ$*ެ։
    ˞8FC͸OJSOPSJOD͞·ʹ͝ڠྗ͍͖ͨͩ·ͨ͠ɻ
    2019.1― 5







    7*ɾ.*ͷࣾ಺ൃදɺΞϯέʔτͷ࣮ࢪ
    7*ͷํ޲ੑ'*9ɺ8FCσβΠϯ։࢝
    7*ͷ'*9ɺ.*ͷ࿩͠߹͍
    .*ͷ'*9
    $*ɺ8FCެ։ʢXXXMBQSBTDPN DPSQMBQSBTDPNʣ
    8FC͕ΞϫʔυͰೖ৆ʢ"XXXBSET $44%FTJHO"XBSETʣ
    ৽ࣾ԰ʹҠస

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  11. ΩοΫΦϑɺࣾ಺આ໌ձͷࢿྉͷҰ෦

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  12. 12
    0 3 ΩοΫΦϑ
    About CI
    TDPVUZ ਓ޻஌ೳ͕ɺҳࡐΛ୳͠ग़͢ɻ
    ʢ50#ʣ
    ਓ޻஌ೳ͕ɺఱ৬Λ୳͠ग़͢ɻ
    ʢ50$ʣ
    ੈͷதͷϛεϚονϚονΛͳ͘͢
    اۀͷϒϥϯσΟϯά
    ঎඼ϒϥϯσΟϯά
    ֤छΫϦΤΠςΟϒʢάϥϑΟοΫɺ
    ө૾ɺ
    )1ʣ
    .*ɾɾɾཧ೦
    ʢϏδϣϯɺ
    ϛογϣϯʣ
    #*ɾɾɾՁ஋ʢεϩʔΨϯͳͲʣ
    7*ɾɾɾࢹ֮
    ʢϩΰͳͲʣ
    ࠾༻ϒϥϯσΟϯά
    $* ͷߏங
    ΦʔϓϯͰ͋Εʗֵ৽ऀͰ͋Εʗٕज़ࢦ޲Ͱ͋Εʗސ٬υϦϒϯ
    ਪଌΑΓܭଌʗΞϯν࿑ಇू໿ʗ-&"/ ʹ࣮ߦ͢Δ
    ΠϯφʔϒϥϯσΟϯά
    $*ΛϦχϡʔΞϧ͢Δ͜ͱ͸ɺࠜװΛϦχϡʔΞϧ͢Δ͜ͱʹͳΔͷͰશͯΛݟ௚͢͜ͱʹͳΔ

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  13. 13
    0 3 ΩοΫΦϑ
    ˞্ͷཁૉ͕ԼͷཁૉʹӨڹΛ༩͑Δ
    ৴೦ɾՁ஋؍
    ೳྗ
    ߦಈ
    8):
    )08
    8)"5
    Golden Circle
    ΰʔϧσϯαʔΫϧͷઆ໌$*Ͱ͸৴೦ͱՁ஋؍Λ୳Δ͜ͱ͕ॏཁ

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  14. ੍࡞ձࣾ΁ͷΦϦΤϯςʔγϣϯ

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  15. 15
    0 4 ੍࡞ձࣾͱͷΦϦΤϯͰѲͬͨ͜ͱ
    ̋ Ϗδωε্ͷ໨త
    w -"13"4ΛϙδςΟϒͳαʔϏεɺձࣾͩͱଊ͑ͯ΋Β͑Δ཰Λ࠷େԽ͢Δ
    w ৽نʹ্ཱͪ͛Δ$޲͚ͷొ࿥཰Λ૿΍͠ɺαʔϏεՁ஋ΛߴΊΔ͜ͱ
    w ࠾༻πʔϧͱͯ͠ͷ࠾༻ྗΛߴΊΔ
    Orientation
    ̋ ΫϦΤΠςΟϒͷධՁ࣠
    w ֵ৽తͰ͋Δ͜ͱʢϘʔυϝϯόʔͷώΞϦϯάʹΑΓநग़ͨ͠Ωʔϫʔυʣ
    w ࿦ཧతʹ͔ͭ؆୯ʹઆ໌͕Ͱ͖Δ͜ͱ
    w ڝ߹ʹຒ΋Εͳ͍͜ͱ

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  16. 7*Ҋ
    ˞શͯEFTFHOPMUE͞·ʹΑΓ੍࡞͍͍ͨͩͨ΋ͷͰ͢ɻ

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  17. Ұݟແؔ܎ɺόϥόϥͷೋͭͷࠇ͍ΦϒδΣΫτͰ͕͢

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  18. ͭͳ͕ΓΛࣔࠦ͠ɺϚονϯάͤ͞Δͷ͕-"13"4Ͱ͢Αɻͱ͍͏͜ͱΛࣔͨ͠7*Ҋɻࠇ͍ΦϒδΣΫτ͸ਓ΍෺Λந৅Խͨ͠΋ͷɻ
    ͜ͷҊ͸ඇৗʹਓؾ͕ߴ͔ͬͨҊͰ͕͢ɺܗͷϢχʔΫ͞Λ΋͏গ͠ग़͍ͨ͠ͱ͍͏ҙݟ΋͋Γ·ͨ͠ɻ

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  19. زԿֶతͰ௏ʑͷΑ͏ͳܗΛ͍ͯ͠·͕͢ɺܗ͸
    Γ·͢ɻϚονϯάʹ͓͍ͯ΋ॏཁͳͷ͕ɺީิ
    ͖ΔΑ͏ʹ͍͖͍ͯͨ͠ͱ͍͏૝ؚ͍͕·Ε͍ͯ
    زԿֶతͰ௏ʑͷΑ͏ͳܗΛ͍ͯ͠·͕͢ɺܗ͸ఆ·͓ͬͯΓ·ͤΜɻ͜ͷܗ͸Ұ఺Λಈ͔͢ͱͦΕʹҾ͖ͣΒΕͯɺܗͦͷ΋ͷ͕มΘ
    Γ·͢ɻϚονϯάʹ͓͍ͯ΋ॏཁͳͷ͕ɺީิऀҰਓҰਓʹΑͬͯͦͷϕετͳϚονϯά͸มΘΓɺ-"13"4͸ͦΕͧΕʹ࠷దԽͰ
    ͖ΔΑ͏ʹ͍͖͍ͯͨ͠ͱ͍͏૝ؚ͍͕·Ε͍ͯ·͢ɻ

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  20. ͪ͜ΒͷҊ͸ͱͯ΋ݱ୅తͰࢲ͸޷͖ͳҊͩͬͨͷͰ͕͢ܗʹΑͬͯ͸ɺϦϘϯͷΑ͏ʹͳͬͯϢχʔΫ͕͞ऑ͘ͳΓɺ͔ͿΔاۀ͕
    ग़ͯདྷͦ͏ͳ఺͕ݒ೦͞Ε·ͨ͠ɻ

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  21. ΠϯύΫτ͕ڧ͘Ұ౓ݟΔͱ๨ΕΒΕͳ͍ڧ౓ʹझΛ͓͍ͨ7*Ҋɻ

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  22. ͭͳ͛Δ͜ͱʹΑͬͯϚονϯάΛදݱ͢Δ͜ͱ΋Ͱ͖Δ࢓ֻ͚͕ೖ͍ͬͯ·͢ɻͪ͜ΒͷҊ͸ςοΫاۀͱͯ͠͸গ͠༏͗͢͠Δ͔΋
    ͠Εͳ͍ͱ͍͏ҙݟ͕͋Γ·ͨ͠ɻ

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  23. ϚονϯάͷॠؒΛਤࣔԽͨ͠7*Ҋɻઢͷ෦෼͕ɺ఺ͱ఺Λ݁ͿϚονϯάΛ͍ࣔͯ͠·͢ɻ

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  24. ฐࣾͷαʔϏεͰ͸ҰਓҰਓʹϓϩϑΟʔϧ͕ઃఆ͞Ε·͕͢ɺͦͷ*%Λ͜ͷΑ͏ͳܗͰදݱ͢Δ͜ͱ͕Πϝʔδ͞Ε·ͨ͠ɻͪ͜Β
    ͷҊ΋େมਓؾͰ͕ͨ͠ɺมԽͷ͋Δ7*ΑΓ΋ɺීวతͳܗΛ࣋ͬͨ7*ʹ͍ͨ͠ͱ͍͏͜ͱͰ͓ଂೖΓʹͳΓ·ͨ͠ɻ

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  25. -"13"4͸ɺϥϓϥεͷѱຐ͕ͦͷޠݯͰ͕͢ɺͦͷѱຐΛΠϝʔδͨ͠΋7*ҊɻΩϟϥΫλʔͱͯ͠େมັྗతͰࣾ಺Ͱ΋ଟ͘ͷϑΝ
    ϯΛ֫ಘ͠·͕ͨ͠ɺςοΫاۀײ͕গ͠ऑ͍ҹ৅͕͋Γ·ͨ͠ɻ

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  26. .*Ҋ
    ˞খ઒࠼͞·ʹΑΓ੍࡞͍͍ͨͩͨ΋ͷͰ͢ɻ

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  27. 27
    0 3 ੍࡞ձࣾͱͷΦϦΤϯͰѲͬͨ͜ͱ
    ͢΂ͯͷϚονϯάΛඞવʹ
    ੈͷதͷϛεϚονΛͳ͘͢
    ฐࣾͷҎલͷϛογϣϯ͸ੈͷதͷϛεϚονΛͳ͘͢ͱ͍͏΋ͷͰ͕ͨ͠ɺϛεϚονͱ͍͏ݴ༿ͱͳ͘͢ͱ͍͏ݴ༿͕൱ఆΛؚΉ
    ϫʔυͩͬͨͷͰɺશͯϙδςΟϒʹม׵ͨ͠ҊΛ͝ఏҊ͍͖ͨͩ·͕ͨ͠ɺੈͷதͷϛεϚονΛͳ͘͢ͷํ͕ྑ͍ະདྷ͕૝૾͠΍
    ͍͢ͱ͍͏ҙݟ͕͋Γ·ͨ͠ɻ

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  28. ׬੒ͨ͠$*

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  29. 0 3 ੍࡞ձࣾͱͷΦϦΤϯͰѲͬͨ͜ͱ
    ਓʹϑΥʔΧεͨ͠αʔϏεΛల։͍͖ͯ͠·͢ɻ
    ͻͱΓͻͱΓҟͳΔࢦ໲ͷΑ͏ʹɺͻͱΓͻͱΓʹϚονͨ͠αʔϏεΛల։͍͖ͯ͠·͢ɻ

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  30. 0 5 ੍࡞ձࣾͱͷΦϦΤϯͰѲͬͨ͜ͱ
    γϯϘϧϚʔΫͷத৺͸ࣖͰ͢ɻ
    -"13"4͸ސ٬ɺΤϯυϢʔβʔͷ੠Λ܏ௌ͠αʔϏεΛ։ൃ͠·͢ɻ

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  31. 0 5 ੍࡞ձࣾͱͷΦϦΤϯͰѲͬͨ͜ͱ
    Process

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  32. 0 5 ੍࡞ձࣾͱͷΦϦΤϯͰѲͬͨ͜ͱ
    ϩΰ΋εςϯγϧλΠϓͰɺͰ͖Δ͚ͩιϦουͳҹ৅ʹͳΔΑ͏ʹɺۃྗγϯϓϧͳδΦϝτϦοΫͳܗମʹ࢓্͍͖͛ͯ·ͨ͠ɻ
    ͍ͪ͹Μͯͣͬͨ͜ͷ͕ʮ4ʯͷจࣈɻͪ͜Βͷࣸਅ͸ʮ4ʯ͕ܾ·ͬͨॠؒͷࣸਅɻӈଆͷ4ͷํ͕গ͠෯͕ڱ͘ͳ͍ͬͯ·͕͢ɺຊ౰
    ʹৄࡉ·Ͱ٧Ίͯ׬੒͠·ͨ͠ɻ

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  33. 0 5 ੍࡞ձࣾͱͷΦϦΤϯͰѲͬͨ͜ͱ
    ͋ΒΏΔࣄ৅ΛඞવԽ͠ɺ
    ੈͷதͷϛεϚονΛͳ͘͢
    ۮવʹى͖ΔͰ͍͋Λ-"13"4͕ඞવʹม͍͖͑ͯੈͷதͷϛεϚονͷղফΛ͍͖͍ͯͨ͠ͱ͍͏ࢥ͍͕ࠐΊΒΕ͍ͯ·͢ɻ

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  34. $*มߋʹΑΔޮՌ

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  35. 35
    0 5 ޮՌ
    ̋ ࣾ಺ͷՁ஋؍ɺσΟείʔε͕લΑΓڧݻʹͳͬͨ
    ̋ ৭΍ܗͷࡉ͔͍ϧʔϧԽ͕ਐΜͩ͜ͱͰ੍࡞εϐʔυ͕޲্ͨ͠
    ̋ ࣾ֎ʹ޲͚ͯ΋Πϝʔδͷڞ༗͕͠΍͘͢ͳͬͨ
    ̋ $޲͚αΠτ͕ެ։ޙ೔Ͱ ਓొ࿥͞Εͨ
    ̋ ੈքతͳ8FCΞϫʔυͰͷೖ৆
    CI Effect
    ͜ͷΑ͏ʹɺCIΛมߋ͢Δ͜ͱͰͱͯ΋ྑ͍ޮՌ͕͋ͬͨͱײ͍ͯ͡·͢ɻࠓޙ͸ϩΰͷΑ͏ʹօ༷ͷ੠Λௌ͖ͳ͕ΒɺʮϛεϚονΛͳ͍ͯ͘͘͠ʯ
    αʔϏε։ൃΛਐΊͯ·͍Γ·͢ͷͰɺLAPRAS͔Β࢈·ΕΔαʔϏεʹظ଴͍͚ͯͨͩ͠Δͱେมخ͍͠Ͱ͢ɻ

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  36. ໨తͷ೗ԿΛ໰Θͣɺຊࢿྉ಺ͷ৘ใͷແஅڞ༗ɾແஅෳ੡ɾແஅసࡌͦͷଞೋ࣍ར༻ɹ
    ɹ
    ߦҝ౳ͷࠃ಺͓Αͼࠃ֎ͷஶ࡞ݖʹΑΓېࢭ͞ΕΔߦҝΛݻ͘ې͡·͢ɻ
    ͦͷΑ͏ͳߦҝ͕ൃݟ͞Εͨ৔߹ɺฐࣾ͸๏తાஔΛͱΔ৔߹͕͍͟͝·͢ɻ
    ຊࢿྉʹؔ͢Δ͝ෆ໌఺ŋ࣭͝໰఺౳͸Լه·Ͱ͓໰͍߹Θ͍ͤͩ͘͞ɻ
    ஫ҙ
    -"13"4גࣜձࣾɹ౦ژ౎ौ୩۠ԁࢁொ̎̔ʵ̍ौ୩ಓݰࡔεΧΠϏϧ'IUUQTDPSQMBQSBTDPN

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