The Nippon Telegraph and Telephone Corporation, commonly known as NTT, is a Japanese telecommunications company headquartered in Tokyo, Japan. Ranked 55th in Fortune Global 500, NTT is the fourth largest telecommunications company in the world in terms of revenue, as well as the fifth largest publicly traded company in Japan after Toyota, Mitsubishi Corporation, Honda and Japan Post Holdings, as of September 2019.
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History of the NTT Logo
After WWII, during Japan’s reconstruction under occupation, its telecommunications system was operated by the American company AT&T. In 1952, control was returned to Japan, and the Nippon Telegraph & Telephone Corporation (NTT) was re-established as a state monopoly. From 1952 to 1984, NTT used a logo featuring two interconnected ‘T’s in a loop, which can still be seen on old manhole covers across Japan today.
In 1985, Japan began a program to privatize industries, including telecommunications, to foster competition, improve services, and lower costs. As part of this, NTT was transformed into a private corporation on April 1, 1985, ending its 115-year monopoly on Japan’s telecommunications services.
In preparation for this new competitive environment, NTT launched a corporate identity (CI) program in 1982 to align its image with the changing industry. Instead of focusing on internal training, NTT prioritized updating its outdated symbols to project a modern, dynamic image that reflected innovation and a commitment to society’s needs.
This massive CI project, the largest of its kind in Japan at the time, was led by PAOS, who worked with specialists like designer Yūsaku Kamekura. Dentsu Inc. was responsible for implementing the design across over 13,000 items. Kamekura was tasked with creating the new logo, which needed to convey a “simple and impressive form” with a “space-age quality” evoking “optical fibers.”
Kamekura developed over 150 sketches, narrowing them down to 40 concepts, including variations on the letters NTT, radiant shapes, spirals, and globes. After much refinement, he focused on a simple circle and loop design, experimenting with line thickness and loop size. The concept that stood out was what became known as the “dynamic loop.” Nakanishi, the project director, insisted that NTT adopt this design.
A key aspect of the CI process was highlighting NTT’s role in public service. The company had become an integral part of local communities, with facilities and phone offices nationwide. The rapid, coordinated rollout of the new look, including thousands of fabricated signs, would signal a fresh direction for NTT and showcase its leadership in technology. The design would also blend seamlessly with the buildings it adorned, reflecting the company’s social responsibility.
NTT’s new signage system was built around three core elements: the loop, the NTT logotype, and the company’s full name. The color palette of vivid blue, orange, and silver was chosen to convey technical excellence and precision. This image was carried through to the company’s fleet of over 40,000 service vehicles, which helped reinforce NTT’s new identity.
Although there were initial concerns raised about the copyright of NTT’s logo, these were resolved peacefully, and the logo continued to be used. Surveys conducted after the CI rollout showed that people across all age groups recognized the new logo, and satisfaction with NTT’s service and future prospects improved significantly, setting the stage for the company’s success in a competitive market.
Logos with similar colors:
