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Brand Guideline

Basic Policy

Setting the basic design and using the same design style in all the creative materials enable to acquire high branding effect. Employing different designs in each creative materials would end up not acquiring high branding/marketing effect due to the lack of quick association with Rakuten. Please understand the following Universal rule and Japan’s cases to make high quality and effective creative. For the detail, please talk to the brand managers in each country/region.

Universal Rule

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As a globally applied universal rule, using characters in order to express Rakuten brand including Rakuten superpoint is prohibited.
Relying brand image on the certain character can be a risk for the Rakuten brand. Also different character usage in region to region/business to business within the group can lack the consistency with Rakuten group.
To avoid those risks, please cooperate for following this universal rule.

Universal Rule

Japan's Cases

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Followings are the design rules that are encouraged and emphasized to abided by in Japan.
Please refer to those Japan's cases to set up the design rule that are considered to be effective in each countries/regions’ communication.
You can employ the Japanese rules as they are without making any changes.

  1. 1.Single Message
    Prioritize the information and elements that you would like to deliver to the users, and clarify and simplify the message.
    Emphasizing the elements that you wish to deliver the most, in the most outstanding place manner would enable users to understand what the advantage for them.
  2. 2.Grid Design
    Employing the grid design can express the sense of credibility and stability of Rakuten brand. For that, squares with rounded corners are also against the rules.
    Also, it is effective to use the grid design to enlarge the advertising effectiveness by putting information into creative materials.
Japan's Cases
  1. 3.Restriction on call-outs (3-A) and emphasizing image (3-B).
    Call-outs and emphasizing images may provide pop feeling and fail to express the sense of credibility and stability of Rakuten brand. When you would like to emphasize the elements or messages, put an emphasis by font size or whiten the elements with colored background and so on. Information can be emphasized without making the creative items too busy.
    *However please note there are some cases where call-outs and emphasizing image are allowed when they are designed based precise circle.
Japan's Cases
  1. 4.Use the high-resolution image data for the creative items. Low-resolution photos or captured images can give users an impression that Rakuten brand produces and publishes low quality creative materials.
Japan's Cases
  1. 5.Do not place the logo or text on the busy visual elements or photos. It will not only disable users to see the creative items without difficulties but also give users an impression that Rakuten brand produces and publishes creative items with low quality.
Japan's Cases
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