The TDK Story
For 90 years, TDK has created impact from within.
From the pioneering ferrite cores, to the cassette tapes that defined an era, to the cutting-edge devices, sensors and batteries powering digital transformation. Pushing for progress while boldly reinventing ourselves.
Our secret? Over 100,000 passionate people in innovative teams around the world. United by our Venture Spirit—a start-up mentality built on vision, courage and mutual trust. Empowered to pursue ‘better’ in everything we do.
Today, our state-of-the-art technologies are woven into the fabric of everything, from smartphones and EVs to industrial applications and the AI ecosystem. A global innovation leader, driving transformation from within, at the core of modern life.
But we are not done yet.
As the world continues to transform, so will we. Bigger dreams, better technologies, smarter solutions. New ways to contribute to culture and industry through creativity.
On the path to the next transformation, leading the way towards a sustainable future.
TDK – In Everything, Better.
The New Visual Identity
It is an evolution, where we keep the iconic TDK corporate mark (logo), while making the brand identity more dynamic and energetic.
The new gradient colors, rooted in the classic TDK Blue, symbolize TDK Transformation.
The “In” graphic system is inspired by the triangular form of the TDK “Diamond” symbol – an iconic element of the corporate mark. This design concept represents TDK being ‘In’ various applications, signifying the company’s ability to create impact from within.
At the core of the identity is our new corporate tagline “In Everything, Better”, reflecting our inner spirit and contribution to culture, industry, and society.
Watch the "TDK - In Everything, Better" movie
More about TDK
The story is set at the iconic Shibuya Scramble Crossing in Tokyo, where a young man notices a TDK advertisement. This moment sparks a conversation with AI, leading him to become increasingly curious about TDK.
Through the dialogue, the protagonist discovers for the first time that TDK’s products and technologies are embedded in everyday items—smartphones, earphones, electric vehicles, and home appliances. He is surprised to learn how deeply TDK contributes to the technologies that support today’s AI-driven society.
Although TDK’s innovations are often invisible, they play a vital role in our daily lives and in the development of a future ecosystem centered around AI. As the protagonist continues his journey, he begins to explore not only TDK’s products and technologies, but also its history, the people behind the company, and its unique corporate culture—especially the “TDK Venture Spirit”—learning more about the brand together with the power of AI.
