Key elements for developing new corporate identity was to incorporate the initials “S” and “M” of Sumitomo and Mitsui unit. To highlight the image of a Japanese banking corporation, cultural touch was to be blended into the concept of logo design. A new logo is created by forming “S” and “M” in the shape of Japanese screen that can also be interpreted as a rising financial chart.
Application systems included corporate stationeries, signage and system of 200 branches. The new logo of SMBC was widely identified and got registered by the public very shortly.