Hakuhodo gets a new look for its logo

Hakuhodo, Japan’s second largest advertising company, has unveiled a new visual identity and will begin rolling it out across the Hakuhodo Group commencing today. It has changed its visual identity to broadly convey internally and externally the Hakuhodo Group’s mission to provide new value. The symbol of the new visual identity is “The Central Dot.” These dots represent Hakuhodo’s roles going forward.

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Founded in 1895, Hakuhodo is an integrated advertising and communication agency headquartered in Japan. The Hakuhodo Group has offices in 20 countries and regions, and over 10,000 specialists working in Japan and abroad. Currently, Hakuhodo is strengthening its structure in emerging countries, particularly those in Asia, as it prepares to further expand its business across the region.

The agency added that it will also take on various social issues and topics for the future, acting as a hub connecting companies, startups, technologies, content holders, local authorities, NPOs and other players to implement new structures in society. In a press statement, the agency said that digitalisation and increasing use of the IoT in society are accelerating thanks to dramatic advances in technology.

The agency added that it believes that in the years to come, household appliances, cars, homes, cities, and other touchpoints in the lives of consumers will become interfaces for services, and all interfaces will connect with each other across industry boundaries. As such, companies will see their touchpoints with consumers become unlimited and the possibilities for connecting with them interactively will expand.

Hakuhodo says it is already seeing the Sei-katsu-sha Interface Market, where new social structures and new markets will appear. “Sei-katsu-sha insight is the foundation for Hakuhodo’s thinking, planning, and brand building. It reminds us that consumers are more than shoppers performing an economic function. They have heartbeats. They are individuals with distinct lifestyles,” it added.