Development of a new company logo with a group look in mind

In order to comply with the third phase of the power system reform, the transmission and substation business unit had to become independent from J-POWER Power Supply Development in order to ensure neutrality. Due to the restrictions imposed on conduct, the new company could not use the same logo as its parent company, J-POWER Power Supply Development, and a new logo had to be designed to convey a sense of association with the parent company.

The corporate brand symbol uses two motifs, one on the left and one on the right, to represent the transmission and substation of electricity, conveying the image of switching from the power lines that transmit electricity to the other. The “Infinity” symbol, which represents infinity, was also considered in the design to express the company’s mission to provide a constant supply of energy, contribute to the development of a sustainable society, and carry a sense of trust and lifeline as a company.