日本樂天集團全球品牌視覺標識設計(Global Brand Logo)自7月起全面更新

日本樂天集團全球品牌視覺標識設計自7月起全面更新
添加「一」符號 象徵全新、團結、第一與唯一

2018年7月17日，台北訊ー日本樂天集團宣布，全球即日起推出全新品牌視覺標識設計(Global Brand Logo)，此次全新設計於原Rakuten字樣下方添加「一」符號，取自日文漢字的一，代表樂天集團將進入全新階段，並持續迎接每一個嶄新的挑戰。該設計首次公開於2017年，樂天集團正式與著名足球球隊-西班牙巴塞隆納足球俱樂部簽約，宣告成為贊助商之一的宣告活動上。樂天集團成立20年來，始終超乎世人預期，發展出有益於社會的商業模式，通過電子商務及金融科技的結合，促進跨服務使用體驗，提供消費者便利支付及會員點數服務。冀望通過新標識的產生，進一步提升在全球的品牌價值，並強化樂天集團對於社會責任全新挑戰的基礎。樂天集團現今發展出多角化經營模式，涵蓋電子商務、旅遊、數位內容、電信產業及金融服務。而樂天集團為提供消費者更便利與競爭力的會員服務，透過單一帳號與會員忠誠計畫，打造出獨特的樂天生態圈。

關於全新全球品牌視覺標識設計
新品牌視覺標識設計添加「一」符號，象徵樂天已準備好迎接下一個挑戰的雄心壯志，並包含以下四個主題：

• 個新的起點-樂天永遠充滿動能，隨時可展開一個全新挑戰，進入一個全新的階段。
• 團結「一」氣-團結公司內部及全球合作夥伴，共同完成挑戰。
• 成就第「一」-樂天集團將會成為最優質的電商集團，並回饋給全球的消費者和夥伴。
• 獨「一」無二-以特有的樂天生態系統，不僅強化合作夥伴的特質，也對消費者實行顧客至上的服務精神。

全新標識設計代表樂天集團的高敏捷行動能力，以率先、創新的態度來面對多變的挑戰。樂天集團為生態圈內每項服務標識皆以不同顏色代表各服務的特徵，也凸顯集團的多樣性，以及傳達樂天集團對未來的樂觀態度。

英文新聞稿
Rakuten Global Brand Logo Renewal
New logo design represents commitment to redefine expectations

Tokyo, June 26, 2018–Rakuten, Inc. today announced the renewal of the Rakuten global brand logo, with the unveiling of a new creative that represents the group’s passionate commitment to redefine expectations and take the organization to the next stage of growth. Rollout of the new brand logo across group websites, apps and services will commence on July 2, 2018.

As a group unified under the new brand logo, Rakuten will continue to take on new challenges to enrich people’s lives and offer more convenient services, whether it be in realizing more affordable and convenient mobile communications, or through collaborating with partners to provide new shopping experiences that break down the barriers between online and offline retail.

The design of the new brand logo includes the addition of the Japanese character for “one,” which symbolizes a new start and Rakuten’s ambition to take on the next challenge. The design was initially introduced through the launch of Rakuten’s partnership with legendary soccer club FC Barcelona in 2017, as well as with Rakuten Group sports teams, J.League J1 soccer club Vissel Kobe and Nippon Professional Baseball team, the Tohoku Rakuten Golden Eagles. By adopting the new brand logo for all Rakuten group services, Rakuten aims to further raise its brand value around the world, strengthening its foundation for taking on new challenges that will empower society through innovation.

Across Rakuten’s twenty-year history of innovation, it has consistently challenged existing expectations and developed business models that bring new value to society. For example, in 1997, when it was still commonly said that “people won’t buy things on the internet,” Rakuten opened the Rakuten Ichiba marketplace, empowering diverse merchants across Japan to sell their products online, regardless of location or computer skills, and the platform is now Japan’s leading online shopping mall. Rakuten was also the first to introduce an online loyalty program where users could earn and use shopping points and has now issued points to date to the value of over one trillion yen. And by fusing e-commerce and fintech, Rakuten continues to accelerate expansion of service offerings such as payments and the loyalty points program for both offline and online shoppers. Throughout these achievements, Rakuten has stayed true to its corporate mission of contributing to society by creating value through innovation and entrepreneurship.

Today, Rakuten operates a diverse range of services: from e-commerce to travel and digital content; communications including low-priced mobile phones and messaging services; and financial services including credit cards, banking, insurance and e-money. By connecting all of these through a common ID and loyalty program, Rakuten has created a unique Rakuten Ecosystem designed to provide highly convenient and competitive membership services.

About the new brand logo

The design of the new logo includes the addition of the Japanese character for “one," or "ichi." This character symbolizes Rakuten’s ambition to take on the next challenge, and encompasses the four themes below:

“A New Start”- We are at the start line of a new stage, a new challenge.

“Unity” - Group companies and partners big and small will be unified as one team to tackle the tasks.

“Be the Best”- Among corporate organizations, Rakuten will be the best at contributing to the happiness of our users, partners, communities and people all over the world.

“Only One”- The only company that will enhance the unique characteristics of our partners as we empower them, extend the spirit of Omotenashi (Japanese hospitality) to users by providing happiness in diverse aspects of life, and build an eco-system that will make all this possible.

The new and sharper logo design represents Rakuten’s ability to move with speed, to stay ahead of the times and to be innovative in the face of rapid change, for both internal and external stakeholders.

Individual colors have been selected for each service to express the distinct characteristics of each service and highlight the diversity of the Group as a whole, as well as conveying happiness and our optimism for the future.

Please see the chart below for the new corporate logo and selected service logos.

新聞附件：2018日本樂天集團全球品牌視覺標識設計