#Japan #Shibuya #Self-Understanding #Jikorikai #psychological technology

Jikorikai's Bold Rebranding: Embracing the Second Founding Phase

In a major development, Jikorikai, headquartered in Shibuya, Tokyo, has embarked on a transformative journey of rebranding as part of its new corporate identity. The firm is well-known for its effective self-understanding program that has benefited approximately 6,500 participants. Beginning August 1, 2025, Jikorikai will unveil a new corporate logo and website alongside the introduction of innovative services. This strategic initiative marks the company's shift into what they term the "second founding phase," aimed at a cohesive rebranding across its corporate philosophy, business, and brand identity.

Leading this change is the newly appointed CEO, Kazuya Abe, who officially took over on January 1, 2025, stepping up from his role as COO. In this new era, the founder Jinpei Yagi continues to serve as the company's representative, focusing on external communications and maintaining Jikorikai’s vision to create a society where individuals can live authentically through their aspirations.

The Need for Rebranding

The driving force behind the rebranding is Jikorikai’s commitment to address the evolving social landscape. With increasing diversification in work styles and lifestyles, alongside the fading of traditional lifetime employment and the rise of generative AI, the necessity for deep self-understanding and the ability to make authentic choices has become paramount. On an organizational level, companies are now recognizing the importance of capitalizing on individual strengths in management strategies. This increasing demand for self-awareness highlights the need for Jikorikai to redefine its corporate existence clearly.

To align with these trends, Jikorikai has articulated a new brand statement: "Contributing to solving societal issues through the science of self-understanding, we operate as a psychological technology venture." This principle guides the overhaul of the corporate logo, website, and the launch of multiple new services.

Highlights of the Rebranding

• - New Brand Statement: A clear articulation of Jikorikai's mission in the present day.
• - Corporate Logo: For the first time, Jikorikai will feature a corporate logo distinct from its service logo, symbolizing a leap into a new operational stage and outreach to a broader audience.
• - Website Overhaul: The website will serve as a comprehensive resource, detailing corporate philosophy, services offered, and media accomplishments to enhance stakeholder engagement.
• - Launch of New Services: Four new services, including an upgraded self-understanding program, will be rolled out soon.
• - Leadership Changes: The transition of CEO roles reflects a strengthening of the management structure, facilitating agile and quality decision-making.

Unveiling the New Corporate Logo

Previously, Jikorikai relied solely on the service logo for its self-understanding program. Now, a newly designed corporate logo emphasizes the company's aspiration to evolve and cater to a more diverse population. This logo encapsulates the self-understanding process of "deconstructing and reintegrating oneself" through its unique design elements:

• - The use of colored strokes conveys the core aspects of self-understanding: importance, strengths, and passions.
• - Two neutral greys symbolize objective data and deep introspection, acting as a bridge within the logo's structure.
• - The interconnected lines within the logo depict the moment a puzzle piece fits perfectly, representing a satisfying self-discovery experience.
• - The soft edges reflect the company’s commitment to well-being and coaching over rigid assessments.

Revamping the Corporate Website

Jikorikai's corporate website will offer a detailed overview of its management philosophy, service offerings, and media presence, thereby enhancing the tools for communication with stakeholders. The company aims to keep the website dynamic and user-friendly, providing continuous updates for clarity.

Introducing New Services

As part of this rebranding effort, Jikorikai is not just revising its image but also expanding its service portfolio. Existing offerings will now be complemented by four innovative services:

1. Self Understanding Program - WORK LIFE DESIGN (Beta Version) – Launches August 1, 2025, aimed at facilitating dramatic behavioral changes through personal aspirations over a three-month, 100-hour program.
2. Corporate Training Programs – Tailored workshops focusing on organizational self-awareness.
3. Diagnostic Tools – Tools developed to help individuals evaluate their self-understanding.
4. Career Support Service – A new initiative, currently in development, that assists individuals in navigating their career paths.

Leadership Transition and Future Vision

The management shift that took place in January 2025, with Kazuya Abe stepping up from COO to CEO, represents a new strategic direction for Jikorikai. Yagi, who founded Jikorikai in 2017, laid the groundwork for developing self-understanding programs and boosting the company’s public profile through media and literature. Under Abe’s leadership, the company aims for rapid and effective decision-making while fostering a culture of growth.

In Abe's words, "This rebranding marks a significant turning point for us under a new management framework. While we maintain our core values, we are set to evolve into an organization with a more profound societal impact. As we continue assisting individuals in their pursuit of understanding their aspirations, our newly launched services will only enhance our mission of promoting self-understanding within societies."

Jikorikai strives to become a pivotal player in creating a world where self-understanding is a fundamental part of personal and professional development. The company remains committed to its vision of ensuring that self-understanding is as inherent to education as traditional subjects like mathematics and science. With over 55 million copies of its publications sold globally, Jikorikai is a psychological technology venture dedicated to solving societal issues through self-awareness.

For more details, visit Jikorikai's official website as they roll out their exciting new phase.