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Trade name

: Benesse Corporation
http://www.benesse.co.jp/

Former trade name

: Fukutake Publishing Co., Ltd.

Project start date

: 1979 (first CI review), 1988 (second CI review)

Presentation date

: 1994

Co-creator

: Shin MATSUNAGA

Link

: Benesse Art Site Naoshima
http://www.naoshima-is.co.jp/

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Mr. Tetsuhiko FUKUTAKE, the president of the Okayama-based Fukutake Publishing Company, came to PAOS because he did not want the company to run its course as a regional supplier of entrance exam support services. For the first CI project, PAOS put forward a maxim that would serve to guide the company in the future that comprised three key words: Informatization, internationalization and enculturation. For the second CI project, implemented a decade later, PAOS suggested that the company develop a unique visual identity in the Benesse philosophy brand. Benesse derived from the Latin words "bene" (good) and "esse" (to be). The stock market flotation reached a record high. The company went on to establish the Benesse Art Site Naoshima (designed by Tadao ANDO), a contemporary art museum and hotel on Naoshima, an island in the Seto Inland Sea, an enculturation nonpareil. The fulfillment of these CI strategies transformed Benesse into a much-admired corporate entity powered by a favorable image with consistently held expectations and aspirations that stands out as a representative example of a culturally-oriented Japanese company.

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• Benesse Corporation