Founded in 1983, the Japanese company Wacom is today the market leader in pen tablets, interactive pen displays and digital interface technologies, as well as the development of relevant software products. Its main target group are creative professionals in design, illustration and image processing. Wacom products are used, for example, to design and optimise Nike sneakers, Ferrari cars and animated films at Pixar. Due to an increasingly competitive market environment, Wacom decided that it was necessary to sharpen and reposition its brand. Wacom’s approach has been to present itself as a creative partner who understands creative processes and provides the appropriate tools. With its challenging character, the new brand statement “Live. Dare. Create.” aims to express Wacom’s appreciation of creativity. The established word mark, Wacom, was retained for brand continuity. The dominant new element of the brand image is a circle, which is derived from the nib point of a pen when it starts the creative process. The circle is used as a so-called “Window to Enlightenment”, which means that it becomes a cross-platform window that opens up views of groundbreaking artworks created with Wacom products. For each new product of the manufacturer such an artwork has been selected and turned into the key visual of the respective product communication. It is used in packaging design, advertising campaigns and web design, as well as at trade fairs and events, where the stand itself turns into the canvas for the works. In videos, Wacom not only showcases the products, but also portrays designers, illustrators and artists who work with the products. In the course of the repositioning, Wacom also established brand experience centres in which the company can enter into direct contact and dialogue with existing and potential customers, which makes it easier to closely follow and keep up with the latest developments. In recent years, the product design of Wacom devices has already garnered numerous prizes at the Red Dot Award: Product Design.
Wacom Europe GmbH
Hazel Brands / Little Big Fish, London, United Kingdom