A Case Study

Linotype has been instrumental in supporting the Japanese corporate group Suntory, the country’s leading beverage manufacturer, in the development of its new corporate identity.

As of January 2005, Suntory now presents itself with an original new logo and a new corporate type, which has been adapted by Linotype to meet Suntory’s needs both in Latin and Japanese variants.

Type designers rarely have the opportunity to accompany such a comprehensive redesign of a company’s Corporate Identity. The expert advisory team for the selection and reworking process was headed by Linotype’s Type Director Akira Kobayashi together with British designer Matthew Carter.