Meiji Yasuda Life
  • - Brand Identity
  • - Design System & Application
  • - Brand Manual

Two Become One
In 2004, Meiji Mutual Life Insurance Company and Yasuda Mutual Life Insurance Company merged to form Meiji Yasuda Life Insurance Company, the third largest life insurance company in Japan. The new company needed a brand identity (BI) that would appeal to stakeholders, including society, and still strengthen internal unity.

Creative Response
Bravis has “life” at the core of the Meiji Yasuda Life Insurance brand, and the cradle-inspired graphics express that Meiji Yasuda Life Insurance is a company that values sincerity and compassion for its customers, like a “gentle cradle that embraces new life (life)”. The brand identity, which looks like a heart as a graphic symbol of kindness and is accepted in all regions of the world, represents Meiji Yasuda Life Insurance’s warm embrace of its customers. The combination of the brand colors of green and yellow evokes the image of “young leaves” and expresses the youthfulness of the new company. At the same time, the brand identity, which looks like an infinity symbol, expresses the infinite possibilities of the company.