Cosmo i-Serve, Tokyo, Japan

Cosmo Gas Stations approached RSM with a project to introduce self-service gas to the Tokyo area market. The challenge was to make a completely new process clear, simple, and most importantly inviting to consumers through the creation of a clear and cohesive visual system. RSM first developed the i-Serve logo, which uses color and simple forms to create an iconographic symbol of Cosmo as the pioneer provider of self-service gas in Japan, and then developed a simple visual interface, which uses pictographs to illustrate the five step process for pumping gas.

RSM Design Services Provided: Visioning, Branding + Logo, Architectural Graphic Design, Branded Place Making, Specialty Graphics