Chubu Electric Power Co., Inc. is a Japanese electric utility headquartered in Nagoya, Aichi, established in 1951.[1] The company’s current visual identity, introduced in 2019, centers on a symbol mark known as “The Beam,” which is shared by the holding company and its retail subsidiary Chubu Electric Power Miraiz.[2]
Design and History
In July 2019, Chubu Electric Power announced new corporate branding to be adopted after an absorption-type company split scheduled for April 2020.[3] The holding company retained the name “Chubu Electric Power Co., Inc.,” while the transmission and distribution business became Chubu Electric Power Grid Co., Ltd., and the retail electricity business became Chubu Electric Power Miraiz Co., Ltd.[3]
The new logo uses the shape of Japan as a motif, with a white rectangular space at the center symbolizing the Chubu region.[4] The design reflects the company’s desire to connect “people to people” and “humans to society” to create new value, spreading it to the rest of Japan and the world “like beaming rays of light.”[4]
The previous mark, in use since 2007, was replaced with this new identity. The red image color was carried over into the new design.[5]
Meaning and Symbolism
According to the company’s official corporate symbol page, The Beam mark expresses the image of new value and excitement generated through technological integration and unprecedented services, spreading dynamically from the center of Japan to the entire country.[2] The mark also represents Chubu Electric Power’s role as a “ribbon knot” that connects all things.[2]
The company’s official description states that the mark depicts energy and excitement radiating outward in all directions from the center of Japan, with the central white space serving as the “ribbon knot.”[2]
For the subsidiary Chubu Electric Power Grid, a separate symbol mark called “The Spiral” was developed. It uses the letter “C,” the initial for “Chubu,” as a motif, with the rectangular space symbolizing the Chubu region positioned at the top right shoulder of the “C” as if jumping out.[4] The design reflects the company’s wish to grow together with the people of the Chubu region through stable energy supply.[4] The company describes the “C” as forming a positive spiral growing upward, with the point of contact representing the continuous protection of energy supply 24 hours a day, 365 days a year.[2]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
