Smartround Revamps Corporate Branding to Enhance Startup Ecosystem Connection

Smartround Unveils New Corporate Branding

Smartround Corporation, headquartered in Tokyo and led by CEO Daisuke Sunakawa, has officially launched a revamp of its corporate and product logos, marking a new era in its branding as a platform for creating and sharing data between startups and investors. Founded with the mission to create a world where startups can fully realize their potential, Smartround has focused on reducing administrative burdens related to investor engagement, thus fostering an environment where businesses can thrive.

Background of the Branding Update

As we celebrate seven years since our inception, our flagship product, Smartround, has provided solutions to alleviate the tedious tasks faced by startups. Moreover, we've expanded our business scope to include areas such as corporate secretarial services and secondary markets. The recent branding update signifies our commitment to enhancing our role as a bridge between startups and investors, while stimulating the growth of Japan's startup ecosystem. Through dialogue with stakeholders both inside and outside the company, we've redefined our significance and the value we offer.

New Tagline and Brand Concept

Our new tagline, “Don’t Stop the Flow of Growth,” reflects our dedication to supporting startups throughout their growth trajectories while eliminating obstacles along the way. The refreshed brand concept—“A Platform Supporting Rapid Startup Growth”—articulates our desire to be the reliable partner that enables startups to harness their full potential without interruption.

Brand Personality and Keywords

In our rebranding process, we identified three core brand personalities and keywords:

- Brand Personalities: 1) Gentle: Approachable and sincere, prioritizing user needs; 2) Innovator: Committed to continuous creation of new value; 3) Professional: Characterized by expertise and a strong sense of professionalism.
- Brand Keywords: 1) Standard Platform: A platform that serves as an essential infrastructure; 2) Beyond: Delivering value that transcends existing expectations; 3) Startup Comes First: Every decision is measured by its potential to facilitate startup growth.

Introducing the New Smartround Logo

The new design, a culmination of our brand essence and strategic vision, features a J-curve arrow symbolizing the startup growth trajectory, while representing diversity through disparities in the umbrella's form. The updated color palette includes a strong orange, symbolizing determination and energy, along with a deep gray that conveys intelligence and trust, showcasing strength, stability, and a careful yet knowledgeable partnership.

Revamped Corporate Website

Aligned with our branding refresh, our corporate website has undergone a comprehensive overhaul. The new site clearly articulates our mission, vision, and values, while providing accessible information on our service offerings and their benefits.

For more details, visit: Smartround Corporate Site

Future Outlook

With this branding transformation as a catalyst, Smartround pledges to embody new brand values across all business operations, including service development, marketing, and customer support. We are also poised to actively engage in media, events, and community activities to contribute to the startup ecosystem's evolution.

CEO Comments

Daisuke Sunakawa, our CEO, expressed, "Since our establishment, Smartround has dedicated itself to enabling startups to focus on their business by simplifying and streamlining corporate secretarial tasks through our platform. This branding refresh marks our commitment to not only supporting startups via Smartround but also branching into new territories such as secondary markets and BPaaS to assist them from multiple angles. We will continue to uphold our belief of 'Don’t Stop the Flow of Growth' as we contribute to the advancement of Japan's startup ecosystem."