JBM                              JBM // Mid 2015 // Lumarca // Designer


The JBM has been working with local Japanese for more than one-hundred and fifty years in developing community groups, and public benefit activities. Officially recognised by the Japanese government, the JBM looked to update and refresh their identity with a rebranding project.


The project aims for this new rebrand were to communicate the unity and partnership of Japanese communal groups in a simple and resonant logo. The new logo creates an expression of freedom and joy encompassed within the iconic Hinomaru.


Japanese response groups expressed a highly favourable emotional response relating to the logo indicating they felt it expressed the unity of the Japanese people as well as a sense of joy or elation. Another attractive feature was the culturally symbolic union of red and white indicating a positive relationship.