Energy that opens up tomorrow
Kazumasa Nagai's 1987 logo for Japanese energy company TEPCO
Tokyo Electric Power Company (TEPCO) was established in Japan as one of nine America-backed government monopolies that would oversee and facilitate the rapid recovery of infrastructure which had faced devastation during World War II.
Despite playing a key roll in bringing electricity back to Kantō region, Yamanashi Prefecture and the eastern side of Shizuoka Prefecture (which included Tokyo) by the 1980s few people in these regions had much interest in who their supplier was, or what kind of company it proposed to be.
In order to clarify and communicate a ‘new management style’ inside and outside the company and establish an attractive corporate image as people began to take more interest in energy issues, TEPCO commissioned the development of a new corporate identity, handing the responsibility over to Nippon Design Center (NDC).
Continue reading to discover some of the early concepts, understand the basic concept behind the logo, and see how this was applied.