Primo Japan Inc. (Head office: Chuo-ku, Tokyo. CEO: Naoki Sawano), which operates the largest chain of bridal jewelry specialty stores in Japan, is rebranding and has decided on a new corporate logo. Beginning July 14, 2010 July 14, the new logo will be used, phasing out the old logo.

 

This year is our company’s 11th year since our establishment in April 2010. Our old logo’s motif was a young bud growing upwards; it symbolized our growth, youth and our adventurous spirit as a growing corporation. The new corporate logo’s theme is the “people” whom we cherish, and it is a symbol that can be applied globally. We will step confidently into the new decade of our corporate history with this new corporate logo as our symbol.

【New Corporate Logo】

【5 Key Concepts of the New Corporate Logo】

１）The motif of the kanji character “people” forms the main part of the logo. By having “people,” which is the most important element of our business, as its motif, the logo expresses the brilliance of both our people and our diamonds.

２）Since we are thinking about promoting the Japanese omotenashi spirit of hospitality abroad, we made the logo so as to express the nuance of Mt. Fuji, a symbol of Japan located at the heart of a peninsula and reflected in the water.

３）By placing the letters “people” at the top and the bottom of the logo, it expresses the eternal human bond between our company and our customers. It also suggests the bod of the marrying couple who wears our rings.

４）As for the colour, we have selected warm colours to show love and passion, as well as to suggest a Japanese-style mood.

５）We have decorated the company name with diamonds to show that we deal with wedding rings.