[ESTNATION Co., Ltd.] ESTNATION celebrates its 25th anniversary and renews its brand logo Est Nation Co., Ltd. Press release: April 1, 2025 Est Nation celebrates its 25th anniversary with a new brand logo. Based on the trends of the times, aiming for a higher quality time, lighter. ESTNATION Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Naoki Ota) will renew its corporate logo and brand logo as it celebrates its 25th anniversary in April 2025. [Background of the renewal] After the closure of ESTNATION’s first Yurakucho store in October 2023 and the 20th anniversary of the Roppongi Hills store in the same year, it was spun off into a separate company in April 2024, with the goals of “establishing profitability of existing businesses” and “strengthening profitability through new business development” as part of a new growth strategy. While advocating a medium- to long-term strategy, we came to the idea that the logo, which was designed at the time of our founding to reflect the image of large-scale stores such as the Roppongi Hills store and Yurakucho store, which emphasized the sense of scale (extremely horizontal), should be changed to reflect the business format and the trends of the times. [New logotype concept] Aiming for a more quality time, lighter. This is a flexible logotype for the next development, aiming for further refinement in all services. The new logotype adds movement to the linear, stoic form of the old logotype, adding lightness and softness. It does not represent sublime “beauty” but modern “beauty”. Thinking about ESTNATION’s concept of “equality below beauty”, we thought that “beauty” is not just one thing, but each one is different, and changes with the times. It embodies modern beauty.
https://prcdn.freetls.fastly.net/release_image/140989/13/140989-13-1f212944d7c3e51d30ac6958d70171aa-1200×1200.jpg Company logo
https://prcdn.freetls.fastly.net/release_image/140989/13/140989-13-25c167bcd4ab4eaefabbbd2cf4890fd2-1200×1200.jpg Brand logo
https://prcdn.freetls.fastly.net/release_image/140989/13/140989-13-ee20d698eb6f72fb7c451a31604e5414-1200×1200.jpg Secondary logo mark In addition, the secondary logo mark is a balance of two alphabets extracted from the spiral staircase of the Roppongi Hills store, which symbolizes ESTNATION. Aiming for an elegant yet light image in keeping with today’s times, the design not only combines two alphabets like a normal monogram, but also has a rounded “E” hooked on the “N”, adding a touch of humor and expressing the exhilaration people experience when encountering wonderful things and people. We plan to revamp the information prior to digital-related notices, and gradually update in-store signs and other printed materials. [Inquiry regarding this matter] ESTNATION Co., Ltd. Sales Promotion Department Public Relations Department Yumiko Kutsuma MAIL:：y_kutsuma@estnation.co.jp TEL: 03-6758-3387 HP:
https://www.estnation.co.jp/women INSTAGRAM:
https://www.instagram.com/estnation_jp/
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