How Japan’s railways stayed one while splitting apart
Arun Venkatesan outlines how Japan’s railway companies all carry one logo across thousands of vehicles, maintaining a distinct, shared visual identity for what is actually eight different organisations.
[...] the new corporate identity was commissioned as a single system that would apply across all the companies. In just 124 days — beginning with the passing of railway reform bills — the new JR companies launched across Japan, with new branding applied to every vehicle. The brief was minimal. The designers were given full control, told only that the group had to be called either “Japan Railways” or “Nippon Railways”. It was up to them to find a solution that worked aesthetically and within the constraints.
Great story for a great brand identity. Perhaps unsurprisingly, its design process is reminiscent of Studio Ghibli’s, in that an older man struggled to delegate the design work to a younger team, and pulled all-nighters to deliver it.