Shinkin Card Group

Case detail

Shinkin Card Group is a group corporation organized to manage the overall card business of Shinkin ("cooperative") banks throughout Japan. We developed a VI program aimed at reviewing such factors as the Group's values, roles and action policies and sharing them among the Group members. The overlapping and interconnected dot motif in the VI symbol represents the "customers," the "Shinkin Card" and the "local community" and expresses the close relationships and strong bonds among them.

The two brand colors are selected for their strong impression of "cheerfulness/uniqueness" and "sincerity/vitality." Deployment of the same design system by every Group company promotes a single-brand strategy.