Toki Corporation originated
as an importer of new materials and new technologies.
Today, with the lighting brand, TOKISTAR as our mainstay,
we are also committed to tackling challenges on multiple fronts,
including the BioMetal artificial-muscle actuator
and the newly launched nora product brand.
The Toki DNA,
our founding spirit for maximizing freedom,
courses throughout our corporation,
constantly generating imaginative,
leading-edge products and services.
At Toki Corporation,
we give our people maximum freedom to tackle ambitious challenges
and to strive towards accomplishing cherished dreams.
This freedom imbues a sense of responsibility and mission,
inspiring our people to take bold action spontaneously and independently,
no matter how formidable the obstacles.
This is the true meaning of maximizing freedom.
Purpose
Maximize freedom to empower individual action.
We stand at the cusp of a changing era, breaking down the walls of the status quo. With our approach being the standard, many see what we’ve done and try imitating us. Our aim is always to be the singular presence that overturns accepted practice.
Our belief in maximizing freedom is the power that inspires employees to leverage their unique talents to achieve greatness.
When individuals dare to dream and rise above the challenges of making those dreams come true, that is when we create real value for society.
This is our purpose and reason for being.
Slogan
Product excellence and premium service spring from
experiments in giving tangible shape to dreams. Of
course, by their very nature, most experiments are
bound to fail. The purpose of this slogan is to remind
Toki personnel not to be discouraged but to keep
making progress, pushing forward to the next step.
People are creative by nature. This slogan reminds us
to continue the pursuit of new goals, and to leverage
our natural creativity to greatest possible
effect, guided by the principle of maximizing freedom.
brand logo
As we closed out our first half-century to focus on the next, we changed the TOKISTAR logo to one that encapsulates our goals and ideals for our brand going forward.
The new logo expresses the idea that “We leverage the Toki edge in the products we create and the services we provide.” The simple font expresses the universality of a brand that has been loved for decades. Connecting sea to sky, the color scheme expresses sincerity and exploration of paths unknown.
Meaning of Each of the Edges in the Logo
- Three of the letters, I, A and R, are adorned with blade-like edges.
- “I” stands for Ideology, the edge we leverage with fresh ideas.
- “A” stands for Art, the products that emerge from those ideas, and Action, our edge in service.
- “R” stands for our edge in retaining Regular and Repeat customers by providing them with fresh value.
message
Toki Corporation was founded in 1971 as an importer of leading-edge materials and technologies. In 1981, with our development of the Tapelight lighting fixture, the Company made its debut in manufacturing lighting fixtures. Today we market these products worldwide under the TOKISTAR brand. While researching and developing products and services using materials and technologies ahead of their time, Toki Corporation also remains focused on cherishing the heritage of lighting culture. For example, the Company values the inimitable warmth of the light emitted by incandescent light bulbs.
The strength that enabled Toki Corporation to deliver premium value to customers for over half a century is derived from the daily commitment to excellence. Supporting that commitment is the DNA of Toki: maximizing freedom. All employees are encouraged to apply their unique talents to the fullest in the free pursuit of their own aspirations. We believe this process of self-actualization builds Toki’s arsenal of technologies and generates products and services with an original edge. In this time of dizzying changes, we are up to the task of new challenges, and not resting for a moment. In 2022 we launched our latest brand, nora. nora overturns convention and orthodoxy by valuing a free and flexible approach, aiming to add new color to people’s everyday lives.
Inspired by the principle of maximizing freedom, we are committed to generating value that exceeds customers’ expectations, by leveraging the cutting-edge products and services that spring from the dreams of our employees. In this endeavor, I ask you to continue your warm support of Toki Corporation.
