Depicting the First Beginning. What Is the Message Behind the Corporate Identity?

‍"FIRST CVC" has developed a new corporate identity, which includes the brand logo, visual identity, tagline, and statements, as part of the transition to becoming a business company. The project started gaining momentum around the second half of 2023, and with its public launch scheduled for 2024, we received support from "I&CO" (アイアンドコー). This global innovation firm has supported business strategies and branding for major companies like Uniqlo, Toyota, and Panasonic, and has been accompanying their transformations. In this column, we will share the background, process, and the thoughts embedded in the corporate identity.

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The Starting Point: Consulting a Former Colleague

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The project began in 2023 when Yamada and Fujiwara from FIRST CVC consulted Kanayama, a former colleague from their days at SoftBank, who is now overseeing the strategic division. They sought advice regarding the company name, which had not been finalized at that time, as they were preparing to expand the business towards CVC (Corporate Venture Capital) and startups. After discussions with Kanayama, they decided to use the community name "FIRST CVC" as the company name. It was during these conversations that the necessity of a corporate identity was brought up.

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Taking advantage of the strengths of both parties, FIRST CVC formed a business partnership with I&CO to help develop the corporate identity, including brand design. With this proposal, the project officially kicked off. Kanayama continues to provide support as an external advisor to FIRST CVC, assisting with business development and brand building.

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The Path Indicated by a Single Line

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At the end of 2023, after interviews and hearings about what kind of company and brand they wanted to build, the first concept presented was a strong single line. The meaning behind "FIRST," such as "first time," "beginning," "the place to rely on first," and "the first step of innovation," was represented not with the English word "FIRST," but with the Kanji character "一" (ichi, meaning "one").

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The brushstroke "一" evoked both a sense of Japaneseness and also conveyed a raw, powerful energy, reflecting the passion we hold dear. "This line represents more than just the character for 'one.' It is the starting line for a new challenge toward the future, drawn alongside major corporate CVCs and startups," I was told. This concept felt perfectly suited to FIRST CVC.

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Putting FIRST CVC’s Vision into Words

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Next, we began developing the brand tagline and statements. We aimed to create communications that would resonate deeply with the CVC community, changing perceptions and generating motivation in the business world and society. This, in turn, would fuel innovation and lead to a positive feedback loop in communication. We focused on developing the language that would help achieve this goal.

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The final result was the tagline "Continuing to Draw the First Beginning," along with a series of statements that conveyed the meaning and passion behind the name "FIRST CVC" and its business. We were able to develop a strong message that truly communicated the vision of FIRST CVC.

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The Creative Chemistry with the Designer

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In 2024, I&CO’s art director, Hashimoto, joined the project. Under the direction of Kanayama, the design was further refined into something more concrete, while the development of the corporate logo continued. To align with the message of continuing to draw the starting line, the initial single line was transformed into overlapping, powerful straight lines. Through this collaborative process, the corporate colors of various companies merged into what would eventually be known as "rich black," a term often used in design. This process, and the use of color to express it, was an idea that came to life through the creative chemistry with the designer.

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Thus, after dozens, even hundreds of iterations, the FIRST CVC visual identity was completed, encapsulating our thoughts and aspirations in a unique and powerful way.

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Two Unconventional Brand Logos

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The logo type is based on "Baufra," a typeface that combines strength with a sophisticated impression. By mixing straight-line and handwritten elements, we created an organic typeface that expresses both refinement and straightforwardness. The color chosen for the logo is the rich black we mentioned earlier.

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Underneath "FIRST," there is a diagonal line that ascends to the right. The angle of the line creates a sense of movement, as if stepping forward from the starting line. This motif not only serves as a design element on the website but also allows for customization in line with the logos and corporate colors of participating companies, strongly conveying the identity of FIRST CVC as it supports the challenges of various companies. We used this element in the key visuals of the "JAPAN CVC SUMMIT" held in July 2024.

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Additionally, to symbolize a platform for innovation, we incorporated a challenging design element into the logo: a textured, eroded line. This texture adds a sense of dynamism and originality, much like the visual identity itself. However, we anticipated that this texture might cause issues in certain printing conditions, so we also created a secondary logo without the texture, which is used when the primary logo’s visibility or balance might be compromised.

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Continuing to Draw the First Beginning

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As part of the website renewal and ahead of the aforementioned "JAPAN CVC SUMMIT," we also expressed the corporate identity in a video format. With help from a motion graphics company introduced by Kanayama, we produced a video that, though simple, effectively conveyed the meaning behind the design.

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There are both short and long versions of the video. The short version is used on the homepage of the corporate site, while the long version was shown at the event's opening, enhancing the atmosphere of the venue. Feedback from the approximately 240 companies and over 400 attendees indicated that the message resonated well. The positive responses from the survey confirmed that the goal of generating motivation for businesses and society, and fueling innovation, is beginning to take shape.

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Under this corporate identity, FIRST CVC’s challenge has only just begun. We will continue to support companies in their innovation efforts and keep drawing the first beginnings.

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