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PAOS' track record in organizational restructuring:NTT

Logomark NTT

Place your cursor over the logo to reveal its former incarnation.

Trade name
: Nippon Telegraph and Telephone Corporation
Former trade name
: Denden Kosha
Project start date
: 1984
Presentation date
: 1985
: Yusaku KAMEKURA, Kunihiko HAYAKAWA

Liberated from government control, Japan's telecommunications industry goes private after 115 years to give rise to the nation's largest corporation. From monopoly to competitor, and beyond that, to service provider.

Japan's telecommunications industry had been under government control for 115 years. Following prevailing trends, it was subsequently reincarnated as the nation's largest private corporation, a move that engendered drastic change in the management environment as the company went through the transition from monopoly control to competitive player. In an environment where even decisions on phone line charges were made to correspond to expenditure requirements, the majority were hostile to the change in the administrative system. In fact, the necessity of changing the bureaucratic mentality and of affecting the shift to a business structure were the biggest hurdles to the introduction of CI at NTT. The proposal that PAOS put to Mr. Hisashi SHINTO, then director-general, involved the deployment of an indirect communication strategy that would involve the total reworking of the company's image as a public corporation. This image makeover would alter perceptions of the company among the general public, the questions arising from which would then facilitate change in the mindsets of company employees. The NTT brand and the self-styled "dynamic loop" logo were also products of this strategy.

The proposal put together by PAOS for the seven-firm planning competition.

The VI system, management structure and various tools that were drawn up with the intention of motivating a sea change in the mindsets of NTT's 330 thousand employees (a million, if subsidiary organs are included).

Model signage on an office building aimed at facilitating the image makeover of 1,700 Telegraph and Telephone offices nationwide.

Model signage designed to ensure the systemization of all application systems ahead of the birth of Japan's largest private corporation.

Envelopes featuring the VIS logotype

Model signage on reception counters designed with a few to providing optimal service at NTT offices nationwide (CD: Kunihiko HAYAKAWA)

The design of the new company logo was entrusted to Mr Yusaku KAMEKURA, the great master of graphic design and designated emperor of the design industry. This was the first viewing of the ten design proposals for the new logo. Mr. Yusaku KAMEKURA is standing on the right.

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