Nippon Life Insurance Company

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Brand information:

Website	Nissay
Country	Japan
Industry	Insurance

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The Nissay logo features red and black colors:

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Nippon Life Insurance Company is the largest Japanese life insurance company by revenue. The company was founded in 1889 as the Nippon Life Assurance Co., Inc. In structure it is a mutual company. It first paid policyholder dividends in 1898.
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History of the Nissay Logo

Nippon Life Insurance Company, established in 1889, became the world’s largest life insurance provider by the mid-1980s, based on total assets and premium income. Known for its leadership in the industry, it was the first company in Japan to pay dividends to policyholders and among the first to employ women as sales staff. By that time, the company employed over 70,000 people and held a prestigious reputation in Japanese society. Despite its strong standing, a 1985 study revealed that many people were unclear about the full scope of its services, even though it was seen as a large, reliable, and friendly organization.

In response, Nippon Life decided to develop a new communication strategy, including a redesigned corporate identity and logo. This initiative aimed to clarify the company’s offerings, strengthen its brand image, and instill pride in its employees. Collaborating with PAOS and DENTSU, the project ran from 1985 to 1988, culminating in time for the company’s centenary in 1989.

To create the new logo, PAOS sought external expertise and brought in American designer Ivan Chermayeff of Chermayeff & Geismar, renowned for iconic designs like Mobil, the EPA, and NBC. Chermayeff visited Japan to study the local life insurance industry and Nissay’s corporate culture. After thorough research, he proposed four designs, and the final selection, named the “Century Crystal,” celebrated the company’s 100-year milestone.

The new logo drew inspiration from traditional Japanese heraldic symbols and the shapes in Nippon Life’s original emblem. Simplified into a diamond form, it featured a faceted “N” in its negative space. This design reflected the company’s heritage while emphasizing its forward-thinking vision, international focus, and welcoming approach. The logo also streamlined visual assets for global expansion, reduced production costs, and standardized branding elements like colors and typefaces.