branding

Rakuten's new logo tells the story of what the company hopes to achieve in the coming year. Here's the meaning behind the Rakuten "slash."

Our New Logo: Speed and Unity

I flew into San Francisco Airport from Asia recently and had an experience that made me realize how important it is to tell Rakuten's brand story. As I went ...

The heart of a brand: Starting with your team

What is at the heart of your brand? From a business perspective, a brand is a way we communicate with customers – a way to convey to them what we offer and w...
Fans walk with soccer legend Thierry Henry after forming the world's largest FC Barcelona Jersey on July 22, 2017 in New York City to celebrate the kick-off of the team's US Tour.

New possibilities at Sun Valley and beyond

I was in New York City in July and was delighted to see people from all walks of life wearing FC Barcelona shirts bearing the Rakuten brand. With the launch of ...

Brand unification: An optimistic perspective

In July, we launched a groundbreaking project to unify our brands across the globe. As Rakuten has grown from a Japanese e-commerce company into a global inn...