A fresh & youthful appeal

Yūsaku Kamekura's 1979 logo for Fuji Bank

Logo, Fuji Bank, Yūsaku Kamekura, 1979, Japan

In an attempt to restore its preeminence, having been usurped from the top position by Dai-Ichi Kangyo Bank (DKB), Fuji Bank agreed to merge with Osaka-based Sanwa Bank in the late 1970s. However, the merger failed to win approval from the Ministry of Finance. Following this, the bank sought another approach to reaffirm its position. Part of this was to develop a new logo and corporate image.