2024年に創業220周年を迎えた大規模修繕会社「ヤシマ工業」。創業時は、当時の先端機能性塗料である「柿渋（かきしぶ）」の商いを通じて江戸の街と建物を守っていました。それから200年もの間、ヤシマ工業は「建物こそ人の生活や社会を支える基盤であり、それを守ることが使命である」と考え、現代の持続可能な社会にも通ずるビジョンをどこよりも早く事業に取り入れてきた会社。次の100年に向けたリブランディングを2023年より併走しています。
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Yashima Kogyo, a major building restoration company, celebrated its 220th anniversary in 2024. The company was founded in the Edo period, originally protecting the city and its architecture through the trade of “kakishibu” (persimmon tannin), a cutting-edge functional coating of the time. For over two centuries, Yashima Kogyo has believed that buildings form the very foundation of people’s lives and society, and that protecting them is its core mission. Long before sustainability became a mainstream concept, the company embraced this vision in its business practices. Since 2023, I have been working alongside them on a rebranding initiative for the next 100 years.

ヤシマ工業にとって本格的なリブランディングは初めての取り組みであるため、かなり広範囲かつ長期にわたるテコ入れが必要であった。2024年の一年間を周年Yearとして位置付け、建物を壊さず直して使い続けることが本質的な持続可能社会であるという意識を啓蒙するために「建物に、健康寿命を。」というパーパスを策定。数字的にもポジティブな意味合いを持つヤシマの八と、ヤシマの原点である「柿渋」のオレンジをキーワードにブランドカラーや周年ロゴを作成した。
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As this was Yashima Kogyo’s first full-scale rebranding initiative, it required a comprehensive and long-term strategic overhaul. The year 2024 was positioned as a milestone “Anniversary Year,” during which we developed the purpose statement: “Extending the healthy lifespan of buildings”—a message aimed at raising awareness that true sustainability lies in maintaining and reusing buildings rather than demolishing them.

Drawing inspiration from the number 8 (“hachi” in Japanese), which holds a positive connotation and is also part of Yashima’s name, along with the iconic orange of “kakishibu” (persimmon tannin)—a nod to the company’s origins—we created a new brand color palette and anniversary logo.

進発式等の社内イベントに始まり、インナーブランドツールやブランドブック、駅広告等、多岐にわたるチャネルで健康寿命という考え方の啓蒙を行い、新たな取り組みとして土木建築業界ではない展示会にも積極的に出展し、事業領域を拡大すべくPRにも力を入れた結果、今までタッチポイントのなかった分野からも引き合いが来るなど効果を肌で感じた2024年になった。
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Starting with internal events such as the kickoff ceremony, we promoted the concept of a “healthy lifespan for buildings” through a wide range of channels—including internal brand tools, a brand book, and station advertisements. As a new initiative, we also actively participated in exhibitions outside the traditional construction and civil engineering sectors. These PR efforts aimed at expanding Yashima’s business domain proved effective; 2024 became a year where we tangibly felt the impact, with inquiries coming in from previously untapped fields.