One Brand Concept

Rakuten One Brand ConceptUnique, yet Unified

Through more than 70 services worldwide, the Rakuten Group delivers a brand experience that is truly Unique, yet Unified.
A shared ID, logo and design language connect every Rakuten service under one brand. This ecosystem offers a consistent experience of trust and confidence wherever you are.
Our vision goes beyond simple uniformity. Rooted in the Rakuten Ecosystem, each service retains its own distinct character to bring moments of joy and discovery to everyday life.
Distinct services resonating as one and connected by a single shared spirit.
That is Rakuten’s promise to the world.

Rakuten Brand 
JourneyEvolving toward Unique, yet Unified

1997Why "Rakuten"?

Rakuten

In 1997, our brand was born with the launch of the online shopping mall Rakuten Ichiba. The name was inspired by Rakuichi-Rakuza, Japan’s first free and open marketplaces of 16th century Japan. This reflected our desire to create an open marketplace on the internet. The name also carries a spirit of optimism and a belief in the future which remains at the heart of everything we do.

1999Unifying under "Rakuten"

Rakuten

As we grew, we changed our corporate name from MDM to Rakuten. We extended the Rakuten name and logo across all group services to bring our brand identity together under one unified voice.

2017Evolving into the global brand, Rakuten

Rakuten

In our 20th year, we took a decisive step toward the global stage. We unified the names and logos of more than 70 services to strengthen consistency across our businesses worldwide.

2018A "Unique, yet Unified" Future

Rakuten

We introduced a new unified global logo featuring the Japanese character for "one" to symbolize new beginnings and our ambition to lead. At the same time, each service logo was given its own distinct color. This design choice expresses unique character while celebrating the diversity of the Rakuten Group.

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