MetaDesign Revitalizes the Brand of NTT DATA, Japan’s Largest IT Services Provider

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New design system gives brand flexibility to influence global audiences.

MetaDesign revitalizes NTT Data brand

We’ve never worked with a non-Japanese agency before, but MetaDesign’s willingness to understand our culture and values transformed our brand to a global level.

MetaDesign, a global branding and design firm, today announced its role in refining the brand positioning and visual identity system for NTT DATA, Japan’s largest information technology company. Following the acquisition of several organizations including Keane, a US IT-based services firm, NTT DATA approached MetaDesign to create a design system using the existing NTT DATA identity that would resonate with audiences regardless of their geography. MetaDesign worked in partnership with Dentsu, Japan’s leading advertising company and NTT DATA agency of record.

“This was our first global initiative, and we truly appreciate the relationship we established with MetaDesign,” said Yoko Tomioka, Senior Executive Manager of Public Relations at NTT DATA. “We’ve never worked with a non-Japanese agency before, but MetaDesign’s willingness to understand our culture and values transformed our brand to a global level. We are getting positive feedback from all over the world, and the transition process has gone very smoothly.”

“We are excited about the outcome of our work for NTT Data,” said Stan Zienka, Creative Director at MetaDesign. “The new system utilizes vibrant, flexible design elements and creates a strong brand connection with the current customers, while showcasing an innovative solution to new audiences.”

The NTT DATA design system was extended to business collateral, tradeshow graphics, building signage and ad campaigns. MetaDesign also provided comprehensive brand and message guidelines and provided support to NTT DATA partner agencies to ensure consistent implementation.

About MetaDesign
MetaDesign is a global branding firm with offices in San Francisco, Beijing, Berlin, and Zurich. MetaDesign creates brand strategies, identity systems, and digital interfaces for emerging businesses, cultural institutions, and global enterprises, including the San Francisco Ballet, Sony, Four Seasons, and McAfee. http://www.metadesign.com

About NTT DATA Corporation
NTT DATA is a quoted subsidiary of Nippon Telegraph and Telephone Corporation (“NTT”). It offers a broad range of IT services including consulting, systems integration and IT outsourcing. NTT DATA recorded total revenues of approximately JPY 1.1 trillion (USD 13.7 billion) for the year ended March 31, 2010, and has more than 36,173 employees as of June 30th. NTT DATA has taken various steps to develop its business on a global scale. For further information please visit http://www.nttdata.com.

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Sean Ketchem
MetaDesign
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