Brand identity is a fluid process, a moving, evolving entity that demands both innovation and, importantly, collaboration. Mazda’s own identity is a perfect example of this, having evolved and innovated for over a century, adapting logos, design philosophies and brand values to represent the changing needs and desires of each new generation. Inevitably, an evolving brand identity is part of every corporation, big or small, and as such not unique to Mazda. There is one vital difference, however, an aspect that the Japanese marque considers more important than any other: the human touch.
That’s because Mazda vehicles are designed to uplift the body and soul. They are made by people, for people; and are meticulously designed to create an emotional connection, not simply to get you to your destination (although they do that admirably, too). At Mazda’s Hiroshima headquarters, the design and brand teams are working side-by-side to put human emotion into every vehicle and at every customer touchpoint around the world.
“Digital technology can offer customers never-before-seen experiences.”
Takaya Kawasumi
Takaya Kawasumi, Senior Creative Expert in Mazda’s Design Division, is part of the team responsible for spearheading the company’s digital initiatives. Kawasumi focuses on creating visualisations—three-dimensional digital builds of the Mazda vehicles of tomorrow, many of which start their life as a hand-carved clay model. Having begun his Mazda career as a clay modeler, he remains passionate about this humanistic approach to design despite stepping to the digital world.
“Mazda was one of the first automotive companies to start digitising some of its development process,” he explains. “Some people say clay modelling and sketching are more emotive concepts, but so is digital modelling…it really is a collaborative effort between the designer, clay modeler and digital modeler. We put our heads together and bring our very best to the table to realise our collective vision.”
One key advantage digital technology offers over traditional methods is the ease with which designers can refine a car’s design in the virtual environment. This includes adjusting for strict safety regulations or complying with market-specific laws, such as those in Europe or America, all before production begins.
“Being able to deal with safety and design requirements is a massive advantage of having digital technology at our disposal. As we can bring the car to life digitally, it means that we can place the car in a situation like a street in Europe, or a highway in America, and see the road surfaces or how the sun would reflect on its body at any given time,” Kawasumi explains. “It helps us to see how the actual car would end up looking in the real world well in advance.”
Kawasumi notes that the benefits of digital technology extend beyond the vehicle development process, particularly when it comes to altering the customer experience for the better. “Just like the Mazda Iconic SP concept model exhibited at the Japan Mobility Show, digital technology can offer customers never-before-seen experiences that are both moving and phenomenal,” he smiles. “That’s very exciting.”
Often, the creative output of Kawasumi and his wider team can end up informing the workflows of the Brand Style Management Department, where a talented team oversee Mazda’s branding and style. While many companies outsource these efforts to third-party agencies, Mazda distinguishes itself by handling it all internally in Hiroshima—and the teams working across this need to be as synchronised as possible. The results speak for themselves.
“We put precision and warmth first and foremost.”
Takahiro Matsui
“I think we’re quite unique in that we’re part of the Design Division, says Takahiro Matsui, head of Brand Style Management Department, who admits that this is a rare occurrence in the car industry. “Here, all the Mazda car designs are being drawn rom ground up – but we are tasked with planning and executing everything from visual assets to graphic and spatial design.”
Matsui and his team are specialists in building the ‘world’ around the Mazda product, working on everything from spatial design to intricate graphics. “Mazda’s ultimate design philosophy is to give life to every vehicle that we create, as all the cars are meticulously crafted by the hands of our Takumi designers and engineers, so they’ll have a heart and soul just like us,” Matsui continues. “This very same ethos runs in the veins of our department; we put precision and warmth felt by touching an object created by human hands first and foremost.”
Formed in 2016, the team’s area of responsibility is vast, covering all the touchpoints seen by customers — think out-of-home advertisements, TV commercials, and short films — and keeps expanding outward to include dealerships, event venues and brand activations.
These brand values are emotional, rather than physical, and are purpose-built to connect with people’s feelings. A task easier said than done, however, as there’s no formula or line of code for embedding a brand message in a way that’s guaranteed to resonate. The key to success, Matsui explains, lies in both carefully fine-tuning elements of design and fostering a sense of collaboration. “We spend a lot of time putting our brand values into words and examining how to express them in our creations,” says Matsui.
Despite the responsibility sitting heavily on his shoulders as one of Mazda’s brand styling experts, Matsui thinks there is still a long way to go. “Ultimately, we want everyone to love not just design, but Mazda’s worldview as a whole,” he says. “Thanks to social media, we can see what our customers want from us, and, of course, we take their feedback seriously,” he says. “At the same time, we strive to go beyond those expectations and to create an exciting brand world that everyone wants to be part of.”
Words Shogo Hagiwara / Images MASASHI FUJII