The global logo
AsahiKASEI, and a unified credo of basic corporate tenets, precepts,
and action guidelines, have been developed and adopted by the
Asahi Chemical Industry Co., Ltd. and the member companies of
the Asahi Kasei Group, in concert with the change in the corporate
name to Asahi Kasei Corporation from Asahi Chemical Industry
Co., Ltd. on 1st January 2001, as part of a strategic initiative
for domestic and international unification and advancement of
the corporate and group brand name and identity, global recognition
of their products, services, and technologies, and growth in
the value of their enterprise.
Background and purpose
Under its ISHIN2000 strategic mid-range initiative,
Asahi Kasei is engaged in a corporate-wide selection,
concentration, and development of a business portfolio
and structure to ensure success in the emerging era
of open international competition, and high earning
power. For the fiscal year ending March 2001, this is
expected to raise the consolidated-base operating profit
above the ¥100 billion mark for the first time in
the corporate history, on sales of ¥1,280 billion.
The mid-range targets, for fiscal 2004 or 2005, are
¥1,500 billion in sales and ¥150 billion in
operating profit, through the focus, development, and
growth brought by this initiative.
Inside Japan, the Asahi Kasei name
has long been identified with leadership and integrity
in technology, product, and service. In the emerging
arena of intense and pervasive international competition,
however, it has become increasingly important for the
Asahi Kasei Group to expand and enhance the recognition
of its brand, to unify domestic and international recognition,
and to establish it globally. This has led to the adoption
of the new, unified group brand Asahi Kasei and logo
AsahiKASEI.
In its ISHIN2000 initiative, Asahi
Kasei is developing a corporate structure composed of
independent-base, self-sustaining corporate divisions.
At the same time, it is working to enhance the corporate
and group unity, identity, and synergy, among all of
the divisions and group members. The Asahi Kasei Group
Credo, as described below, has been adopted in this
light. It defines the corporate identity, marks the
direction and goals of the Asahi Kasei Group, and posits
the basic action guidelines for “breaking through
– together”, for the global establishment
of the Asahi Kasei Group brand and for the enhancement
of its value and that of the enterprise it represents.
The Corporate Credo of the Asahi
Kasei Group
Since the time of its founding, the corporate culture
of the Asahi Kasei Group has been one of human respect
and freedom based in the recognition of diversity. Now
and in the years ahead, we will continue to maintain
and to further this spirit and culture. We will meet
the challenges of a period of rapid and pervasive change,
and work for the success and advancement of the Asahi
Kasei group, guided by the Corporate Credo of the Asahi
Kasei Group, its basic tenets, its guiding precepts,
and its action guidelines – in a customer focused,
globally developing, group dynamic.
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Basic tenets |
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These represent the basic principles and goals, for
both management and employees, in the Asahi Kasei Group
– contributing to human life and livelihood,
through innovation and application of science and the
human intellect. |
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Guiding precepts |
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These represent the basic corporate commitment, made
to all within and outside the Asahi Kasei Group. They
set the basic corporate direction and goals for all
employees of the Asahi Kasei Group, in accordance
with the basic tenets – standing with the
customer, valuing the employee and teamwork, enhancing
earning power and contributing to shareholders and
to the broader partnership, preserving environment
and safety, honoring law and social standard, as a
good corporate citizen. |
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Action guideline |
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The basic guideline for work and action is breaking through together – focusing on the customer,
developing globally, and applying group dynamics. |
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Customer Focus. Providing true solutions, solutions that actually solve the customer’s problems to the customer’s satisfaction. Not only to the direct customer but also to the indirect customer. Solutions that honor and earn selection by the customer. |
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Global Development. Conceptualizing in a constant global perspective, developing and advancing a high earnings, international enterprise. |
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Group Dynamics. Mutually interacting, mutually competing, mutually synergizing, as independent enterprises of a group in mutual rivalry and cohesion, generating the strength and powering the growth of the group. |
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In summary, breaking through current limits, together with all we work with and serve, to create new value, to share in the advance. |
The New Global Logo of the Asahi Kasei Group
AsahiKASEI, the new logo of the Asahi Kasei Group, will be used worldwide. In Japan it will be used alongside the domestically established version with the same reading but written in kanji characters. The combination of upper and lower case distinguishes the two words of the global group brand.
The color and configuration of the
logo are in accord with the tradition of bold and
original innovation and creativity of the Asahi Kasei
Group, and its foundation of strength and trust, stability
and reliance. The gradation represents the process
and progression, together with customer, partner,
and colleague, from perception of the customer’s
purpose and goals, to identifying requirements and
opportunities, and ultimately to developing and implementing
innovation and solution.
Basic Credo of the Asahi Kasei Group
Basic tenets
We the Asahi Kasei Group, through constant innovation and advances based in science and the human intellect, will contribute to human life and human livelihood.
Guiding precepts
| 1. |
We will create new value, thinking
and working in unison with the customer, from
the perspective of the customer. |
| 2. |
We will respect
the employee as an individual, and value teamwork
and worthy endeavor. |
| 3. |
We will contribute to our shareholders,
and to all whom we work with and serve, as an
international, high earnings enterprise. |
| 4. |
We will strive for harmony with
the natural environment and ensure the safety
of our products, operations, and activities. |
| 5. |
We will progress in concert with
society, and honor the laws and standards of society
as a good corporate citizen. |
Action guideline
Breakthrough – Together
Move beyond the current limits, open
the path, share the advance...
| Focus – Customer |
Act with the customer as the
starting point. |
| Development – Global |
Act in a global field of vision. |
| Dynamics – Group |
Act for a group structure of
independent enterprises in mutual rivalry. |
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