#Branding #Design AM #Kanai Kogyo

Celebrating 80 Years: Kanai Kogyo's Rebranding Journey

As Kanai Kogyo Co., Ltd. reaches its monumental 80th anniversary since its founding in 1946, they have embarked on a significant rebranding project to solidify their commitment to infrastructure and community support in Gunma Prefecture. This initiative is supported by Design AM, a branding design firm based in Shibuya, Tokyo, under the leadership of Akira Mizota.

The rebranding not only includes a fresh corporate identity (CI) but also emphasizes internal branding to boost employee engagement and foster a deeper organizational identity. The new logo symbolizes the company’s evolution while carrying forward the trust established by its founders.

The Purpose Behind the Rebranding

Kanai Kogyo, having built and maintained the infrastructure of Gunma, recognized that as they approach this landmark anniversary, a new symbol was essential to convey their future aspirations while honoring the legacy of trust passed down through generations. Design AM's goal was to ensure that the branding would resonate with employees, highlighting their role not just as workers, but as individuals contributing to a greater purpose.

Engaging All Employees in the Process

In preparation for this rebranding, Design AM conducted extensive interviews to understand the rich history and aspirations of Kanai Kogyo. During the initial logo presentation, approximately 20 employees attended, demonstrating their dedication to the company's future. This meeting became a platform for open discussions, where voices from various departments shared ideas that were passionate and deeply connected to the company's mission.

This collaborative process underscored the project's core: engaging employees at every level to shape the company's future, making it a powerful driving force behind the new design.

The Concept Behind the New Design

The new branding reflects the belief that the strength of Kanai Kogyo lies in its people. The updated CI features a tagline that reads, “Focusing on People and Space,” and is built around the letter