Refreshing the Corporate Brand for the New BellSystem24

「Our group revamped its brand key visual and strengthened brand communications aimed at achieving Hybrid Intelligence for All, the vision set out in Medium-Term Management Plan 2028.」

「In April 2023, as part of our rebranding for further business growth, the Group reviewed the structure of its corporate principles. Under the corporate PURPOSE, “Supporting social prosperity through innovation and communication,” we articulated employees' behavioral principles as 5 values and newly established the corporate voice, “How will we respond to that voice?”」

「We began using a new corporate logo on 17 May 2021. As society and people's lifestyles rapidly change amid the global COVID-19 pandemic, the contact center industry is also required to reduce physical contact, labor requirements and operating costs. In this environment, we regard this year as the “Year of Change” and established a new logo as a banner for the future and a symbol of the “new Bell System24.” Based on the corporate principles of “innovation” and “communication,” the logo expresses the diversity of our more than 30,000 employees, our greatest strength, and incorporates the forward-looking qualities that will drive the “new Bell System24.” The icon of the new logo uses a speech bubble in the warm-colored section on the left to represent communication, while the cool-colored section on the right represents advancement and a bell. Together, the two sections depict the initials “B” and “S.” We are advancing the initiatives set out in Medium-Term Management Plan 2022, including promoting work-from-home contact centers, DX through the use of voice data and further promoting diversity in people and working styles. Under the new logo, we will strongly promote the creation of new business models unconstrained by conventional frameworks and our ESG (environmental, social and governance) initiatives.」