Umios Corporation, hereinafter “Umios” is pleased to announce that its rebranding initiative accompanying its corporate identity (CI) transformation has received the Good Design Award 2026, organized by the Japan Institute of Design Promotion.
The award recognized Umios' efforts to redefine its identity as a company with a long history and transform itself into an organization that addresses social issues through food, drawing on its roots in the ocean. The rebranding extended beyond the company name and logo to encompass its corporate philosophy and working environment. In particular, the judges praised the collaborative process of developing the company’s Values by gathering input from employees across the Group, describing it as an ambitious approach to rebranding.
Building on the DNA cultivated over its 146 years, Umios will continue to take on new challenges and create value in pursuit of its purpose, "For the ocean, for life."
Award Overview
Background
On March 1, 2026, Maruha Nichiro changed its name to Umios and marking its transformation into "a visionary company providing solutions to promote the health of people and the planet through food, inspired by the ocean to create new values for a brighter future.” Against the backdrop of global challenges such as global warming, resource depletion, and food shortages, Umios is pursuing corporate reforms to evolve from "a company that fulfills people's food needs" into one that "provides solutions to social challenges".” To communicate its transformation into a company that supports the future of food and society through "providing sustainable protein" and "creating health value," Umios undertook a comprehensive rebranding initiative, including a change of corporate name.
Initiatives
(1) Renewal of the Brand Symbol
Building on its identity rooted in the ocean, Umios redesigned its brand symbol to embody its evolution from "a company that delivers food" into "a visionary company providing solutions to promote the health of people and the planet through food "
Under the concept of "BLUE PLANET," the symbol represents Earth as a water planet, incorporating elements unique to our planet, including the 7:3 ratio of ocean to land and the 23.4-degree tilt of Earth’s axis. The blue form represents the ocean, while the white space symbolizes the possibilities that lie ahead. Its irregular, organic shape conveys the vitality of life, flexible thinking, and Umios’s commitment to creating value through the collaboration (“co-creation”) with diverse communities and stakeholders.
(2) Development of Brand Assets
Umios developed graphic elements that expand upon the visual identity established by the "BLUE PLANET" concept. By applying these elements across a wide range of brand materials and communication tools Umios has created a cohesive and versatile brand identity.
(3) Initiatives to Embed the Brand Throughout the Organization
To embed the new CI throughout operations, Umios adopted an integrated approach encompassing its working environment, corporate culture, and communications. Key initiatives included relocating the head office and enhancing the office environment, developing the corporate character "UMIOS" and establishing the company’s "Values" through a participatory process involving employees across the Group. These initiatives were designed to create consistent brand experience both internally and externally while establishing a foundation for sustained corporate transformation.
Comments from the Good Design Award Judges
"A company with a long history is redefining itself, moving beyond simply providing food to address social challenges through initiatives rooted in the ocean. We recognize the value of an identity that supports that major transformation. It is also important that the company has undertaken reforms extending beyond its name and logo to encompass its corporate philosophy and working environment. Particularly impressive is the process through which opinions were gathered widely from employees across the Group, followed by a vote to establish the company’s Values. Rather than having its corporate identity imposed unilaterally by management, employees themselves were encouraged to consider and share their vision for the company's future. This is an ambitious rebranding initiative that positions design as a catalyst for transforming organizational awareness and behavior.”
Reference: About the Good Design Award
The Good Design Award, established in 1957, is Japan's only comprehensive system for evaluating and promoting design. It covers a wide range of subjects, tangible and intangible, including products, architecture, services, systems, and regional initiatives. The award symbol, the "G Mark," is widely recognized as a mark that spreads good design throughout society. 2026 marks the 70th anniversary of the award.
https://www.g-mark.org/
The initiative will be exhibited at "GOOD DESIGN EXHIBITION 2026," an event presenting all award-winning works of the Good Design Award 2026, to be held from Saturday, October 31 to Wednesday, November 4, 2026.
