Branding Guidelines

Our corporate identity is who we are publicly as represented through the collective use of our corporate logo, mission/vision/values, visual identity and branding, product brands, and messaging. Together it should create a brand that builds awareness, loyalty and equity among the industry. Our Corporate identity is who we are while our corporate brand is how we are perceived. Our identity must be clear and consistent to build our corporate brand.

Our identity is, and should be, presented as Toshiba and the use of the Toshiba logo. Additional corporate logos and logo lockups can become confusing. Where we differentiate ourselves as a division is in our visual identity and messaging. These should have a consistent appearance, tones, and use. This document provides the guidance relevant to how the messaging should be used from the corporate level down to the product level.

At Toshiba Global Commerce Solutions: We are R.E.T.A.I.L.

We are Reliable. Empowered. Trusted. Agile. Innovative. Leaders.

• First, we are RELIABLE. We’re dedicated to retail, our clients and our partners. Retail is our sole calling, and THAT sets us apart from anyone else in the market.
• Second, we’re EMPOWERED. We have the freedom to think differently. We give our employees and partners a sense of authority, power and confidence.
• Third, we’re TRUSTED. You can count on us. We have a long history of building the highest levels of dependability into every solution we design and every project we execute.
• Fourth, we’re AGILE—we move at the speed of retail. We’re able to respond quickly and decisively to meet the needs of our customers and the market.
• Fifth, we’re INNOVATIVE. We imagine the future of retail and have the strength, ingenuity and resources to implement it. No one is better qualified to help write that future.
• And that makes us LEADERS. We always strive to be the best together. And use our strength and resources to keep the industry moving forward.