JAL | JAPAN AIRLINES

BRAND STORY

FLY INTO TOMORROW

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A LEGACY PASSED
DOWN THROUGH
THE GENERATIONS

Ever since we became the first Japanese airline to venture overseas, our predecessors have passed down values that have become one with who we are as an airline. These include the technical knowledge and wisdom gained through our rich history, an uncompromising spirit, and an incredible determination to support the dreams and the people who have them. JAL is ever continuing to embrace new challenges as we cater to the needs of all our guests and strive to be the world's most valued and preferred airline.

A TRADITION OF
EMBRACING
CHALLENGES

We are the ones who will shape our own future. Through the hard work and high goals set by every single employee, we will relentlessly pursue innovation and creativity, we will be empathetic to customers needs so that we may provide the utmost quality in service, and we will face changes in the times to always keep one step ahead of the competition. But above all, we will put top priority on flight safety, proactively responding to challenges where others do not, and create a truly wonderful travel experience that our guests did not think was possible.

GOING BEYOND
EXPECTATIONS

Even in areas not typically seen, we will be prepared to welcome every guest perfectly. Even when our guests don't put it into words, we will embrace their every need and serve them from the bottom of our hearts. Our unique brand of hospitality comes from caring for each and every guest the same way we would care for those most precious to us. And by treasuring every single moment we have with our guests, we will put everything we have into providing the best possible experience for them.

BRAND CONTENTS

Copyright © Japan Airlines. All rights reserved.

VISION

THE JAL GROUP WILL:

  • Pursue the material and intellectual growth of all our employees;
  • Deliver unparalleled service to our customers;
    and
  • Increase corporate value and contribute tothe betterment of society.

All employees of the JAL Group, including management executives, work diligently and devote every waking moment to their jobs. Unless we make JAL a company that is rewarding to work for, we will not be able to offer customers the best possible service, nor will we be able to increase corporate value and contribute to society.

Based on this idea, the JAL Group Corporate Policy first states that we will, "Pursue the material and intellectual growth of all our employees,"

In addition to economic stability and wealth, we will endeavor to enrich the human mind in many ways, including a sense of pride, motivation for work, and purpose for life. We also seek to unite our efforts and work hard so that we may provide customers with the best service in the world.

Next, the policy states that we will, "Deliver unparalleled service to our customers," meaning safety, punctuality, comfort and convenience of the highest standards.

Lastly it states that we will, "Increase corporate value and contribute to the betterment of society."
This means that all employees will endeavor to increase profits fairly, and possess an elevated profit- consciousness and a tenacious spirit, enabling the JAL Group to fulfill its responsibilities as a corporate citizen, including paying dividends and taxes, and contributing to society.

The JAL Group will strive to achieve its corporate rationale and follow it as a universal business purpose and fundamental goal by practicing the JAL Philosophy.

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JAL PHILOSOPHY

We believe that it is important to create a unified consciousness among our staff. The JAL philosophy has been established as a mindset, a set of values or an attitude that everyone working on JAL services and products should share have in their minds. This makes it possible for all of our employees to stand together behind our judgments and actions, as we work together to continue to provide the best service to our customers, increase our corporate value, and contribute to the betterment of society.

Part1In Order to Lead
a Wonderful Life

Chapter1

The Formula for Success
(The Formula for Life and Work)

 The Result of Life and Work = Attitude x Effort x Ability
Chapter2

Have the Right Attitude
  • Base Criteria for Decision-Making on "Doing What Is Right as a Human Being."
  • Have a Beautiful Mind
  • Be Humble and Honest
  • Always Be Cheerful and Positive
  • A Small Good Is Like a Great Evil, While a Great Good May Appear Merciless
  • Wrestle in the Center of the Ring
  • Grasp Matters Simply
  • Possess Opposing Extremes
Chapter3

Accumulate Tedious
Efforts with Passion
  • Work Earnestly
  • Accumulate Tedious Efforts
  • Work with Voluntary Attention
  • Fire Yourself Up
  • Strive for Perfection
Chapter4

Ability Will Improve

 Ability Will Improve

Part2To Become
a Wonderful JAL

Chapter1

Each of Us Makes
JAL What It Is
  • Each of Us Makes JAL What It Is
  • Discuss Frankly
  • Lead by Example
  • Be the Center of the Vortex
  • Valuable Lives Are Entrusted to Us in Our Work
  • Be Thankful
  • Put Yourself in the Customer's Position
Chapter2

Have a Keen Sense
of Profitability
  • Maximize Revenues and Minimize Expenses
  • Elevate Our Cost-Consciousness
  • Pursue Profit Fairly
  • Manage the Company Based on Accurate Figures
Chapter3

Unite Our Hearts
  • Make the Best Baton Pass
  • Align Mental Vectors
  • "Workfloor" Management
  • Follow the Merit System
Chapter4

Possess a Fighting
Spirit
  • Maintain an Ardent Desire
  • Never Give Up Until We Succeed
  • Boast and Make It Come True
  • Possess True Courage
Chapter5

Be Creative in Our Work
  • Today Should Be Better Than Yesterday; Tomorrow Better Than Today.
  • Conceive Optimistically, Plan Pessimistically, and Execute Optimistically
  • Think Through to Visualize the Results
  • Decide and Act with Speed
  • Face Challenges with Courage
  • Aim High
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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. 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.

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