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Dotline: Unveiling a Heroic Corporate Identity

Tomohiro Kaji, a former creative director for UNIQLO Co., Ltd., has unveiled Dotline, a corporate identity design for a major Japanese company based in Chiba prefecture. The design is inspired by the concept of social heroes and is aimed at addressing the challenges faced by Japan's aging population. Dotline is a major company providing home medical, home care, home nursing, and employment support for the elderly and individuals with disabilities.

The logo, formed as a hero combined with the initials D and L, symbolizes a hero flipping a cloak and moving forward. The design includes an original typeface and communication graphics inspired by the symbol and typeface. The brand renewal discussions started in July 2022, and the new logo and communication initiatives were launched in August 2023. The mono rail advertisement is set to finish within 2024.

Dotline's vision is to see all staff who come to help in someone's daily life as heroes. The logo comes in 7 different colors, each representing one of the 7 business categories, and is typed with a brand typeface. The design is a testament to the company's vision and aims to inspire its workforce, candidates, and related individuals.

The most challenging aspect of the design process was identifying the essential vision of the brand: a social hero. The design is a graphical symbol of a hero flipping a cloak and moving forward, designed from the letters D+L. The company's vision is to see all staff who come to help in someone's daily life as heroes. The logo comes in 7 different colors, each representing one of the 7 business categories, and is typed with a brand typeface.

Tomohiro Kaji is a former creative director for UNIQLO Co., Ltd., and the founder of TOMODACHI Ltd., an independent creative agency. He is the recipient of the Golden A' Design Award in 2024 for his outstanding work on Dotline.

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