TDK Employer branding

Following the development of TDK’s master brand by Interbrand Tokyo, Interbrand Cologne was commissioned to create its employer brand identity. Drawing on the master brand, we developed a custom Forward Double Triangle, referencing TDK’s electronics heritage while expressing its forward-looking vision. Creating visual system that is bold, dynamic and people-centric, celebrating existing employees while using playful, engaging layouts to attract future talent.

With the masterbrand established by Interbrand Tokyo, the challenge was working within the masterbrand limitations to create a  distinctive employer identity. Our aim was to capture a sense of energy and youthful optimism, appealing to a younger Japanese audience and emerging talent. We achieved this by creating a system through a combination of gradients, photographic cut-outs and playful typography.