PROJECT
- JFE
- New Identity
Development
Communicates its entry into the industry with a novel CI.
NKK Corporation and Kawasaki Steel Corporation have established a holding company, JFE Holdings, Inc. The purpose is to achieve the highest level of competitiveness by leveraging a solid operating base, advanced technological capabilities, and the strongest and most efficient steel mills and plants, and to create an innovative corporate culture that continues to take on the challenges of change. The new group needed an innovative corporate identity (CI) to perfect the new group name in order to compete with Nippon Steel Corporation, the steel industry leader in steel production.
The JFE Group’s corporate philosophy is “Always contributing to society with the world’s best technology,” and its code of conduct is based on the motto of challenge, flexibility, and integrity. Bravis developed an innovative corporate identity that reflects its corporate stance. The graphic of an infinitely rotating sphere expresses innovative technology and unlimited possibilities, as well as the company’s commitment to seeking out and deepening communication with its customers through a wide range of contacts. The blue color, symbolizing the color of the ocean and the sky, represents the JFE Group’s business and its reliability in various parts of the world. The new corporate identity plays a strategic role in communicating the fact that the JFE Group has entered the steelmaking industry as a major new group in the industry.
- CLIENT
- JFE
- SERVICE
- Application Design
- Brand Management Manual
- Corporate Identity
- Design System
- Group Identity
- COUNTRY
- Japan