UUUM Co., Ltd. is a Japanese multi-channel network and creator management company headquartered in Minato, Tokyo, founded in June 2013.[1] The company’s visual identity underwent a complete refresh on June 1, 2023, when UUUM introduced a new logo design alongside a renewed corporate philosophy and purpose.[2]
Design and History
The current UUUM logo, in use since June 1, 2023, was developed as part of a broader corporate identity (CI) renewal marking the start of the company’s 11th fiscal period.[2] The rebranding was led by the brand and design consulting firm BEES&HONEY Inc., which handled the purpose formulation, corporate website, corporate logo, culture book, sound logo, and character design for the project.[3]
According to UUUM’s official announcement, the new logo is based on “pop art,” which the company describes as art born from “pop culture” with the power to move society and instantly capture viewers’ hearts. The design was intended to layer the history of pop culture with UUUM’s journey alongside its creators and the company’s aspiration to become “a popular and one-of-a-kind presence with social influence and an important role.”[2]
In September 2023, UUUM further expanded the identity system by introducing an original logo character inspired by the new logo, along with a motion logo featuring both the character and the updated mark.[4]
Meaning and Symbolism
The 2023 redesign was driven by UUUM’s ambition to establish itself as a creative agency that creates positive social impact. The company’s stated rationale for the pop art foundation was to reflect both the cultural influence of the creators it supports and the company’s own goal of becoming a popular yet unique presence in society.[2] BEES&HONEY’s project summary confirms that the strategic positioning of “Pop Art” as an aesthetic was chosen to express the intersection of social contribution and creativity.[3]
Typography and Design
The UUUM wordmark is a typographic logo featuring the company name in uppercase letters. Brand asset databases list the primary brand color as a cerulean blue with the hex code #0196D9.[5] The company’s official website currently displays the wordmark in this blue tone against a white background.[6]
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