Our top priority in this project was to ensure that all Oji Group employees, both in Japan and overseas, felt a personal connection to this rebranding.
The entire process of developing the new global brand mark and tagline was designed with this philosophy at its core.

First, we held a workshop with approximately 100 Group employees selected from across Japan to reflect on the Oji Group’s origins and future. We carefully explored not only the DNA and value propositions that the Oji Group has cherished, but also its current image, the future vision we aim to achieve, and the areas requiring change. Furthermore, we conducted qualitative and quantitative surveys, interviews with outside directors, and simple workshops at overseas group companies to identify the gap between the current brand image and the future vision.

Based on these findings, we formulated a concept to define the direction of the global brand mark and tagline. We held repeated discussions with the client centered on the theme: “What kind of brand is appropriate for Oji Holdings and the Oji Group moving forward?”
In the final stage, we launched an internal contest for the global brand mark and tagline open to all Oji Group employees. We received numerous ideas from both Japan and overseas, which we selected and refined in accordance with the concept to polish them into their final forms. An employee vote was also conducted during the selection process.
In total, approximately 15,000 OJI Group employees—both in Japan and overseas—participated in the project, ranging from internal workshops to qualitative and quantitative surveys, preliminary sessions with overseas group companies, the public solicitation for the mark and tagline, and the mark voting.

The completed global brand mark features a design where vast forests, abundant nature, and a clear blue sky extend beyond the letters of “OJI.” It expresses the Oji Group’s purpose—“to nurture healthy forests, create products that utilize those forest resources, and drive the times forward to realize a future for the Earth full of hope”—as well as our growth potential as a company.
To express our aspiration to realize a sustainable society based on forest resources, we have refreshed our previous blue image and established a deep green as the main global brand color. Fresh green and blue have been adopted as secondary colors, symbolizing the flexibility of three colors shining together with diverse personalities and the determination to embrace a new era.

Furthermore, the supporting graphic [GLOBAL ARC], which depicts an arc resembling a section cut from a large circle, embodies the sentiment that “as members of the global community, all Oji Group employees will unite as one to engage in corporate activities.” This supporting graphic is used not only on corporate items such as business cards and envelopes but also in integrated reports, serving as an element that expresses the Oji Group’s identity more broadly and deeply.
The tagline “Dedicated to Sustainability” directly expresses the Oji Group’s commitment to contributing to sustainability moving forward.

Corporate branding does not end with the creation of a logo and tagline. A corporate brand grows and matures only when it is actively utilized both internally and externally and brought to life through daily communication. To ensure this, it is essential to convey a consistent message; therefore, we have produced brand manuals in both Japanese and English that establish usage guidelines for the newly developed global brand mark, support graphics, and tagline.
Furthermore, as part of our global branding efforts, we have developed corporate logos for approximately 85 domestic companies and 20 overseas companies, establishing a framework to ensure a unified image for the Oji Group worldwide.
We aim for the Oji Group worldwide to work together under a shared philosophy to promote “business operations rooted in forest resources” and “business operations that contribute to a hopeful future for the Earth.”

• CLIENT

  Oji Holdings

• SERVICE

  Application Design

  Brand Identity

  Brand Management Manual

  Brand Statement

  Corporate Identity

  Corporate Slogan

  Design System

  Group Identity

  Implemented Inner Branding Measures

  Workshop Implementation

  COUNTRY

  Japan