Sompo Japan

Case detail

This new company was created through a merger of Yasuda Fire & Marine Insurance and Nissan Fire & Marine Insurance. The name presents the business category up front (sompo is short for songai hoken, or "non-life insurance"), underscoring the company's primary image as a large-scale Japanese non-life insurer as well as its role as industry trendsetter and innovator.

Fiery red was selected for the logo, a "rising J" created by superimposing the "J" of Japan on a rising sun, with gradations creating a 3-dimensional effect. Wavy lines featuring the same "J" motif are employed on various items representing the brand. A unified brand strategy has been achieved by developing the same type of system for every Group member company.