Rakuten : Global Brand Logo Renewal

Tokyo, June 26, 2018 - Rakuten, Inc. today announced the renewal of the Rakuten global brand logo, with the unveiling of a new creative that represents the group's passionate commitment to redefine expectations and take the organization to the next stage of growth. Rollout of the new brand logo across group websites, apps and services will commence on July 2, 2018.

As a group unified under the new brand logo, Rakuten will continue to take on new challenges to enrich people's lives and offer more convenient services, whether it be in realizing more affordable and convenient mobile communications, or through collaborating with partners to provide new shopping experiences that break down the barriers between online and offline retail.

The design of the new brand logo includes the addition of the Japanese character for 'one,' which symbolizes a new start and Rakuten's ambition to take on the next challenge. The design was initially introduced through the launch of Rakuten's partnership with legendary soccer club FC Barcelona in 2017, as well as with Rakuten Group sports teams, J.League J1 soccer club Vissel Kobe and Nippon Professional Baseball team, the Tohoku Rakuten Golden Eagles. By adopting the new brand logo for all Rakuten group services, Rakuten aims to further raise its brand value around the world, strengthening its foundation for taking on new challenges that will empower society through innovation.

Across Rakuten's twenty-year history of innovation, it has consistently challenged existing expectations and developed business models that bring new value to society. For example, in 1997, when it was still commonly said that 'people won't buy things on the internet,' Rakuten opened the Rakuten Ichiba marketplace, empowering diverse merchants across Japan to sell their products online, regardless of location or computer skills, and the platform is now Japan's leading online shopping mall. Rakuten was also the first to introduce an online loyalty program where users could earn and use shopping points and has now issued points to date to the value of over one trillion yen. And by fusing e-commerce and fintech, Rakuten continues to accelerate expansion of service offerings such as payments and the loyalty points program for both offline and online shoppers. Throughout these achievements, Rakuten has stayed true to its corporate mission of contributing to society by creating value through innovation and entrepreneurship.

Today, Rakuten operates a diverse range of services: from e-commerce to travel and digital content; communications including low-priced mobile phones and messaging services; and financial services including credit cards, banking, insurance and e-money. By connecting all of these through a common ID and loyalty program, Rakuten has created a unique Rakuten Ecosystem designed to provide highly convenient and competitive membership services.

About the new brand logo

The design of the new logo includes the addition of the Japanese character for 'one,' or 'ichi.' This character symbolizes Rakuten's ambition to take on the next challenge, and encompasses the four themes below:

'A New Start' - We are at the start line of a new stage, a new challenge.

'Unity' - Group companies and partners big and small will be unified as one team to tackle the tasks.

'Be the Best' - Among corporate organizations, Rakuten will be the best at contributing to the happiness of our users, partners, communities and people all over the world.

'Only One' - The only company that will enhance the unique characteristics of our partners as we empower them, extend the spirit of Omotenashi (Japanese hospitality) to users by providing happiness in diverse aspects of life, and build an eco-system that will make all this possible.

The new and sharper logo design represents Rakuten's ability to move with speed, to stay ahead of the times and to be innovative in the face of rapid change, for both internal and external stakeholders.

Individual colors have been selected for each service to express the distinct characteristics of each service and highlight the diversity of the Group as a whole, as well as conveying happiness and our optimism for the future.

Please see the chart below for the new corporate logo and selected service logos.