Mitsubishi Chemical Cleansui Corporation is a part of Mitsubishi Chemical Holdings Group, a Japanese corporation with four major companies worldwide, operating in the fields of performance products, industrial materials and healthcare, among others. Mitsubishi Chemical Cleansui has developed an innovative filter technology for the particularly thorough filtering of tap water. To achieve this, the water filtration system combines activated carbon filters with a so-called “hollow fibre membrane” which, in contrast to former filters, is able to filter even the finest micro contaminants out of water. These devices, which include pitchers, faucet mounted, countertop filters and built-in appliances, which filter the water directly from the faucet, are marketed under the brand name Cleansui. The entire visual appearance of the brand is marked by the initial letter of the brand name, the “C”. Its semicircular soft form dominates the logo and the sans-serif typography; thus, the word / image mark stands on an oval red ground. For the logo itself, the C was separated, with a red circle enclosing it and a white dot placed in the centre of the C, symbolising the openness and inside-out approach of the company. The choice of red as brand colour embodies hope, cheerfulness, vigour and passion. Another important aspect is that this colour is unusual in the industry. This ensures a high recognition value throughout all communication channels, but especially at the point of sale, since the aesthetics of the packaging and product design are also defined by these red elements, even if used only selectively on the otherwise metallic, transparent or smooth white surfaces.