Rakuten Branding Identity

• Prize
  Honorable Mention in Corporate identity / Branding
• Company
  Rakuten Design Lab (Rakuten Group, Inc.)
• Lead
  Hiroki Kawaue
• Team
  Rakuten Design Lab
• Client
  Rakuten Group, Inc.

We created a unique branded house strategy, while unifying all the brand names under Rakuten but still giving flexibility to keep each service identity. Our new logo incorporates the Japanese character for “one”, or “ichi”, which encompasses the following 4 themes. “A new start”, “Unity”, and the “Only One” . Individual colors have been selected for each service to express the distinct characteristics and highlight diversity as a whole, as well as conveying happiness and our optimism for the future.