Mitsubishi Electric

Mitsubishi manufactures the world’s leading, highest-quality air conditioners. In Israel, they are marketed by Econ-Tec.

There were a number of guidelines that drove the branding process – to position the products in their deserved place at the forefront of the industry; to emphasize their Japanese character (most air conditioners are made in China or Korea);  and to distinguish between Mitsubishi the automaker and Mitsubishi the air-conditioning manufacturer.

We chose the Japanese ‘Ichiban’ symbol – which means ‘first’ – as the graphical motif.