Kikkoman introduces a new corporate logo and slogan

Kikkoman, the world's leading manufacturer of naturally brewed soy sauce, officially introduced a new corporate logo and slogan in June 2008. From now on, the logo and slogan will be used by Kikkoman Group companies worldwide. The famous Kikkoman hexagon trademark with Japanese kanji symbols will continue to be an important element of the Kikkoman corporate identity. It is integrated in the new logo and will still be depicted as the product logo on all Kikkoman products.

The new logo, comprising an orange-coloured visual and the new claim "Seasoning your life", represents the changes that Kikkoman has gone through over the last decades. This is expressed by modern lettering combined with the hexagonal symbol which represents Kikkoman's heritage. The claim "Seasoning your life" was formulated to vitalise the Kikkoman brand and communicate "enjoyment of life", reflecting Kikkoman's promise to provide the perfect seasoning to fill the world with the joy of food by delivering wholehearted flavour. The new corporate colour, a fresh orange, underlines this message. It exudes health, youth and vitality. It is associated with the sun, fire, earth and good harvests. At the same time, it has a liberating effect and stimulates the appetite.

Kikkoman is a traditional Japanese company with a colourful 300-year history. Thanks to a centuries-old recipe and continuous expansion and globalisation, Kikkoman is today world market leader for naturally brewed soy sauce and it generates half of its operating profit in markets outside <country-region w:st="on"><place w:st="on">Japan</place></country-region>. The company logo relaunch and the introduction of a new corporate claim marks the beginning of a new journey for the Kikkoman Group. The previous slogan "Flavour unites" will no longer appear in European communications.