TOKYO, October 2, 2017 – Ajinomoto Co., Inc. (“Ajinomoto Co.”) introduces the Ajinomoto Group Global Brand Logo (“AGB”) for use throughout the Ajinomoto Group. Ajinomoto Co. intends to enhance its corporate brand globally by conducting its business activities through ASV* to become a global top 10 class food company, as set forth in its FY2017-2019 Medium-Term Management Plan.
* Ajinomoto Group Shared Value: Initiatives to generate economic value through value creation together with local communities and society, leading to the growth of the Ajinomoto Group
Since its founding in 1909, Ajinomoto Co. has actively expanded outside Japan, and as of April 2017, 121 companies (46 companies in Japan including Ajinomoto Co., and 75 companies overseas) conduct business in 30 countries and regions worldwide, including Japan. Among the main countries and regions where Ajinomoto Co. operates, there are some where its brand recognition rate is relatively low compared with its peer global food companies (2016, Ajinomoto Co. survey). In recent years, the number of group companies in Japan and overseas has increased through mergers and acquisitions, and business domains have expanded, increasing the need for a standardized brand that unifies them all as the “Ajinomoto Group.” Therefore, as part of its aim to become a global top 10 class food company, Ajinomoto Co. developed a brand logo with a friendly design, which consumers in Japan and around the world can recognize as a symbol of the Ajinomoto Group that goes “beyond language”.
The meaning of “Ajinomoto” is the “Essence of Umami,” which has been evolved from its literal meaning the “Essence of Taste”. Combining the infinity symbol with the letter “A” incorporates three ambitions: the investigation, mastery and spread of “taste (Aji)”; the evolution and development of the value of “Amino acids” with leading-edge bioscience and fine chemical technologies; and the promotion of global sustainability. The line flowing from “A” to “j” depicts a person, suggesting people Joined together and taking Joy in the cooking, eating and comfortable lifestyles provided by the taste (Aji) and Amino acids. The line extending from the bottom of "j" upward to the right expresses the growth and development of the Ajinomoto Group into the future.