BRAND STORY
BRAND STORY #01
If we could fly
We can taravel to places where we never have traveled before.
We can see people we have not able to see.
We can carry out the things we have never been able to do.
Our sky has unlimited potential.
BRAND STORY #02
Is it because
flying is full of dreams?
Boarding an airplane fills people with
a curious sense of emotional uplift
like a genuine feeling
we had in our childhood,
gently settling us at ease.
BRAND STORY #03
Looking up to the sky, we picture
if we could spend a fulfilled time,
the time to truly be yourself in our lives
our world will be filled with lots of smiles and love.
BRAND STORY #04
Pass on every hope and love
to make a brighter world.
BRAND STORY #05
To make a brighter world, planet and
people's lives
through
mobility
this challenge may be somewhat
daunting in scale,
but we
will continue with determination.
BRAND STORY #06
Let's fly into a free and open sky.
People laugh together, discovering
new connection and things they never
got to see
when everything comes and goes.
We seek this “warm world” wholeheartedly.
BRAND STORY #07
Sky is the limit.
Let us together pass on precious feelings
and time to priceless smiles.
BRAND STORY #08
When you open up your heart we wish to
be a part of your life.
May your journey be a special story for you.
SLOGAN
Fly into tomorrow.
STATEMENT
Since we were the first to carve out the history of the skies of Japan, we have taken on the challenge of being a wing of Japan. We have continued to grow and build connections with people, society and the world. I will never forget the challenge and value the Japanese spirit. For the future, provide value that exceeds expectations, for everyone, for the region, There is JAL that connects society and makes people smile.
LOGO
THE SENTIMENT BEHIND THE NEW "TSURUMARU"
We believe that in order for the JAL Group to understand our customer's perspective and provide them with the services they desire, we must always protect the sense of "Omotenashi"(warmhearted) that has been nurtured in Japanese culture.
1min 48sec
THE SENTIMENT BEHIND THE NEW "TSURUMARU"
We believe that in order for the JAL Group to understand our customer's perspective and provide them with the services they desire, we must always protect the sense of "Omotenashi"(warmhearted) that has been nurtured in Japanese culture. We also have a history of taking on challenges and expanding in areas that other companies still haven't entered, as we open up the skies of Japan. Our logo represents all the employees of the JAL Group so they may always remember the spirit on which this company was built, maintaining the "spirit of Omotenashi" that has been established over many years, as we step into uncharted territory, boldly moving towards new challenges. The "crane" in our logo appears to be dancing beautifully, and represents the noble Japanese spirit and fine sentiments of long ago, which we believe to be the basis of this world-class Japanese brand. The "Tsurumaru" was adopted in 1959 when international and passenger jet travel was established, and came to symbolize trust, a pioneering spirit, and the Japanese character around the world. The "Tsurumaru" logo represents a return to the spirit of when the business was established, and the spirit and determination to challenge ourselves; in other words, it represents the origins and foundation of the JAL Group. The corporate philosophy of the JAL Group promises to "provide the very best service to our passengers", and to "enhance the value of the company, while contributing to the advancement of society". We will continue to contribute to the advancement of society as we are constantly reminded of our foundation in "Omotenashi" and our "daring spirit", as represented by our logo.