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Meiji Yasuda Life Insurance

Meiji Yasuda Life Insurance

Two Become One
Meiji Yasuda Life Insurance Company, Japan's third largest life insurer, was formed in 2004 when Meiji Life Insurance merged with Yasuda Mutual Life. The new company needed to develop a brand mark to communicate itself to the public and investors and to foster internal cohesion.

Creative Response
Bravis identified 'life' as the core of the identity of the merged company. The corporate symbol is a cradle, because Meiji Yasuda wants to be kind and compassionate towards its customers in the same way that a cradle protects the young life of a new-born baby. In tune with the theme of caring, the corporate mark can also be seen as resembling a heart, the universally recognized symbol of compassion. The mark works on yet other levels, expressing the vigor of the newly created firm as a budding leaf in vibrant green, while also resembling the infinity symbol (∞) to suggest the boundless potential that the new corporate entity possesses.

Services
- Brand Identity
- Design System & Application
- Brand Identity Manual
Meiji Yasuda Life Insurance Other Project
- Meiji Yasuda Life Insurance

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