Employee Resource Group Rebranding

When Mizuho’s first three employee resource groups (ERGs) were originally established, each of the original ERG logos was created separately as each group was established organically. Mizuho’s original visual treatment for the ERGs carried little meaning. This redesign created a system including the emblem, logomark, wordmark, color palette, and lockups for each group.

Role:
Research (stakeholder interviews), concept, design, production

Awards:
GDUSA American Inhouse Design Awards, in the Logos + Symbols category

Each emblem is based on the golden circle ratio, creating aesthetic balance and representing harmony among diverse peoples. All emblems are circular to represent wholeness, unity, and inclusion.

Each emblem is based on the golden circle ratio, creating aesthetic balance and representing harmony among diverse peoples. All emblems are circular to represent wholeness, unity, and inclusion.

The original logos were neither cohesive nor meaningful.

The original logos were neither cohesive nor meaningful.

M-WIN, the women’s network, is based on the owl to evoke wisdom and the Greek goddess Athena. The color palette is refined and elegant, and avoids using stereotypically feminine colors (such as pink). M-WIN members wanted the network to be welcoming

M-WIN, the women’s network, is based on the owl to evoke wisdom and the Greek goddess Athena. The color palette is refined and elegant, and avoids using stereotypically feminine colors (such as pink). M-WIN members wanted the network to be welcoming to allies that may not identify as women themselves.

Mockups: social media quote card (stacked horizontal lockup), mug (emblem only), bag (stacked vertical lockup)

Mockups: social media quote card (stacked horizontal lockup), mug (emblem only), bag (stacked vertical lockup)

Pride is based on the letter “Q” since “queer” is the most inclusive term from LGBTQ. The tail of the “Q” is reminiscent of an open door for inclusion. The bowl of the “Q” is designed like a pie graph.

Pride is based on the letter “Q” since “queer” is the most inclusive term from LGBTQ. The tail of the “Q” is reminiscent of an open door for inclusion. The bowl of the “Q” is designed like a pie graph.

Mockups: digital screen (emblem and horizontal wordmark), envelope (emblem only), social media quote card (stacked horizontal lockup)

Mockups: digital screen (emblem and horizontal wordmark), envelope (emblem only), social media quote card (stacked horizontal lockup)

MADE, the African descent network, is an arrow pointing upward to suggest the letter “A”. The symmetry and curves are inspired by textiles/fabric movement. It was important to the MADE network members that their newly formed logo retain the pan-Afric

MADE, the African descent network, is an arrow pointing upward to suggest the letter “A”. The symmetry and curves are inspired by textiles/fabric movement. It was important to the MADE network members that their newly formed logo retain the pan-African colors.

Mockups: shirt (emblem only), social media quote card (stacked horizontal lockup), lanyard (long horizontal lockup)

Mockups: shirt (emblem only), social media quote card (stacked horizontal lockup), lanyard (long horizontal lockup)

MAAP, the asian network, is based on the lowercase letter “a”. The curves are inspired by waves of the Pacific Ocean; the strokes are inspired by those used in traditional Chinese, Japanese, and Korean languages. The color palette utilizes two teals

MAAP, the asian network, is based on the lowercase letter “a”. The curves are inspired by waves of the Pacific Ocean; the strokes are inspired by those used in traditional Chinese, Japanese, and Korean languages. The color palette utilizes two teals to represent water/fluidity, and gold and red for auspiciousness.

Mockups: shirt (emblem and horizontal wordmark), notebook (long horizontal lockup), bottle (emblem only), and social media quote card (stacked horizontal lockup)

Mockups: shirt (emblem and horizontal wordmark), notebook (long horizontal lockup), bottle (emblem only), and social media quote card (stacked horizontal lockup)