Members Choose New Logo to Mark 70 Years of the BCCJ

Written by Sterling Content
February 1, 2018


Written by Sterling Content
February 1, 2018

Member votes have been tallied, feedback has been received and final tweaks have been made. The BCCJ is excited to unveil a special logo to commemorate 70 years of strengthening business ties between the UK and Japan.

A chamber that is modern, approachable and focused on UK-Japan relations is the message the BCCJ aims to convey with its platinum anniversary logo, launched on 1st February.

Logos old and new

Since its establishment in 1948, the BCCJ has refreshed its logo a mere four times. The latest change was carried out 12 years ago to straighten and flatten the design, aside from a special logo marking the BCCJ’s 60th year of operations, in 2008. In comparison, Pepsi has had eight revisions to its logo over the same period.

But, while the logo has changed little, the chamber has been transformed during its 70-year history. What began as a small core of British businessmen who wanted to support their peers to do business in Japan is now an independent non-profit organisation serving a diverse range of 970 high-calibre members, ranging from companies to entrepreneurs and individuals.

With a red circle featuring the text “70 YEARS” alongside the traditional BCCJ design, this special logo aims to reflect the chamber’s current diversity of membership as well as the important role that Japan and Japanese members play in chamber activities.

Simple lines, bold colours and dynamic elements were also chosen to symbolise the modern and approachable character of the chamber.

With a record number of members in January 2018, the chamber believes now is the perfect time to launch this commemorative logo. It is hoped the project will mark the long-standing cultural and commercial successes of the chamber and its members, create buzz and symbolise a new era of bilateral relations between the UK and Japan.

Engaging members

Following the creation of a number of logo designs by chamber staff, more than 100 members voted for their favourite in an online poll during January. In addition, lots of members and interested parties got in touch directly via email and the BCCJ’s Facebook page to share their thoughts on the designs.

With so many good ideas, chamber staff and the BCCJ Executive Committee got to work to incorporate the feedback they received, mindful of their goal to modernise yet maintain the strength of the current logo design, while incorporating a platinum anniversary element that reflects the strength of the UK-Japan relationship.

The result is a fresh logo with softer edges and an updated colour palette, including a traditional “British blue” and “Japanese red” that has a special celebratory element.

Attracting interest

The 70th anniversary logo will play a key role in the BCCJ’s anniversary celebrations in 2018, which include monthly online articles about the platinum milestone, media promotion, a commemorative newspaper, a reception at the British Embassy Tokyo and much more.

The logo will also be brought to life in a short animation to be aired on the BCCJ website and British Embassy Facebook page. It features an explosion that creates 970 particles (each representing a BCCJ member), which come together to form the new logo. This animation will be used as a marketing tool alongside items such as the 2017 British Business Awards short film, which continues to attract new views online every day.

Members will soon be able to spot the special 70th anniversary logo on the BCCJ’s nine communication channels as well as on the secretariat’s email signature and other promotional items.

Content Produced by Sterling Content for the BCCJ



See some of the earlier stages of development HERE

View the logos in high quality on the BCCJ Flickr account HERE