Toho Gas, a Japanese city gas supplier serving the Tokai region around Nagoya, introduced a new corporate brand identity in March 2025 as part of a group-wide rebranding effort. The project, led by the branding agency Sevendex, was undertaken to clarify the company’s direction after its 100th anniversary and amid major shifts in the energy market, including Japan’s 2050 carbon neutrality goal.[1]
Design and History
Toho Gas celebrated the centennial of its founding in June 2022.[2] The company had announced its Group Vision in March 2022, ahead of the anniversary, and the rebranding was positioned as a way to embody that vision and refresh the corporate image both internally and externally.[3]
The rebranding was publicly unveiled on March 27, 2025, after roughly a year and a half of work by Sevendex, which handled brand strategy, brand identity definition, internal engagement initiatives, and creative production.[1] The project included the definition of a new brand statement, called “watashitachi no omoi” (our thoughts), and a new communication phrase, “Mirai no, mannaka e” (toward the center of the future).[4]
Earlier in the company’s history, Toho Gas had renewed its corporate mark around 1989, during a period when it was advancing the conversion of its city gas feedstock to natural gas (LNG).[5] That earlier mark was also applied to the company’s manhole covers at the time.[5]
Meaning and Symbolism
The new communication phrase “Mirai no, mannaka e” expresses the company’s intention to move toward the center of the future together with the region, society, and its employees.[1] The brand statement emphasizes creating “unwavering security” and “prosperity that continues into the future,” with the goal of building communities where people want to live.[4]
Sevendex described the rebranding process as one of uncovering and re-editing values that already existed within the company, rather than adding something entirely new.[1] The brand identity was developed through workshops with younger and mid-career employees, with more than 1,000 candidate statements considered before final agreement was reached.[6]
Typography and Design
Sevendex also designed the brand book for the rebranding project, which was distributed to all group companies. The book used a manga-style narrative format to connect the group’s past, present, and future, with all content planning, writing, book design, and illustration handled by Sevendex.[3]
Brand color data for Toho Gas, as cataloged by the brand asset platform Brandfetch, lists a cerulean blue (hex #009CCF) and black among the company’s colors.[7] However, no official source has been found that documents the specific symbolism or design intent behind the current logo’s colors or symbol.
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