CCD INTERVIEW Kashiwa Sato
Let's work together to design
a new Rakuten brand
for the world.
In 2018, the design of Rakuten's global brand logo underwent a complete renewal, reflecting Rakuten's powerful ambition to continue reshaping common knowledge going forward. Mr. Kashiwa Sato, who was in charge of designing the new logo, has served as Rakuten's Chief Creative Director (CCD) for 15 years. Rakuten is now entering a phase of great transformation as it makes its full-scale foray into the global market. We spoke to Mr. Kashiwa Sato about the attitude Rakuten requires of its designers in order to work together on unprecedented and dynamic new projects, as well as the value of the experiences that they can gain only from working at Rakuten.
Positioning design at the core of management,
and strengthening branding
Enhancing design quality
across the whole of
through cutting-edge initiatives
Design is a solution. Design exists as a means and methodology for resolving issues. What should we do in order to create a user interface that is easier to view and operate for users? The consideration of this question itself constitutes a form of design. Rakuten is now advancing concrete actions to provide the solution for this problem.
One of these is "Rakuten Experience" ("ReX"). It is implemented as an initiative for improving the overall UX for the Rakuten Group through design. Rakuten's designers also make active use of the UX Research Room, which is a dedicated room for carrying out verification and improvements for UX through user tests.
"ReX" and user tests: If we were to naturally incorporate the "Rakuten character" and introduce it to users through the new interfaces that reflect these two initiatives, we should be able to further strengthen Rakuten's branding.
Resolve issues and pursue good methodologies through design. Results definitely await us beyond that point. Rakuten is a company that harnesses various advanced technologies to contribute to the world. I would like the people who will become Rakuten's designers in the future to have a strong awareness of this fact. I also hope that they will be filled with excitement and anticipation doing the fascinating job of creating new things.
Always strive to create new value. This is the work of designing touchpoints for Rakuten's businesses. Let us work together to explore new concepts and methodologies in design through Rakuten's projects.