Nissay is the international brand name of Nippon Life Insurance Company (日本生命保険相互会社), a Japanese life insurer founded in 1889. The company introduced its current corporate identity in 1988, adopting the name NISSAY to express a corporate approach symbolizing “Newness” and “Communicating and Proposing,” and changed to a new company emblem at that time.[1]
Design and History
The Nissay symbol and accompanying logotype were designed by the New York firm Chermayeff & Geismar, which describes the mark as a modern symbol that highlights the Latin initial “N” to convey a sense of internationalism, while the shape of the mark retains links to the tradition of Japanese heraldic symbols and calligraphy.[2]
According to a detailed account of the project, the corporate identity program was coordinated by the Japanese design firm PAOS, which collaborated with DENTSU from 1985 through 1988. PAOS invited American designer Ivan Chermayeff of Chermayeff & Geismar to create the logo. Chermayeff visited Japan to study the Japanese life insurance industry and Nissay’s corporate atmosphere, and from that experience he submitted four proposals. The selected design was dubbed the “Century Crystal” in honor of the corporation’s upcoming centenary in 1989.[3]
Chermayeff’s design took inspiration from shapes inherent in the old logo, which linked to the tradition of Japanese heraldic symbols and calligraphy. He simplified the reference into a diamond shape and introduced, within the negative space of the diamond, a faceted “N.” This placed emphasis on a Latin character as an expression of foresight, the corporation’s new international scope, and a welcoming attitude.[3]
Prior to the 1988 launch, the corporation was known as Nis-sei (short for Nippon Seimei). The name was changed to Nissay, with the adjustment from “sei” to “say” intended to emphasize the idea of “speaking out” and “proposing ideas,” and to carry an internationalized quality. The phrase “Nissay Says” was used in advertisements to express the concept of a company that speaks out and shares new ideas.[3]
Nippon Life’s official history confirms that the corporate identity was introduced in 1988, ahead of the company’s 100th anniversary in 1989.[4]
Meaning and Symbolism
The diamond-shaped mark with its faceted “N” in negative space was designed to express the company’s revised corporate vision built around the notions of “newness” and “communicating and proposing,” while also setting the company up for international expansion.[3] Chermayeff & Geismar’s own description emphasizes the dual nature of the mark: the Latin initial conveys internationalism, while the overall shape maintains connections to Japanese heraldic traditions and calligraphy.[2]
Typography and Design
Chermayeff also designed the accompanying logotype. According to the project account, it was set in Futura, with the bar removed from the “A.” This “A” and the sharp terminals and geometric forms of Futura developed a perceptible relationship between the logo and logotype. Futura was then used as the corporate typeface, used in conjunction with Pantone 485 (Red) and Pantone 431 (Grey), which were selected as the corporate colors. PAOS was responsible for creating the Japanese version of the logotype and developing the broader design system, which included signage, stationery, policy certificates, and other corporate communications.[3]
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