The Stance of the 'Kurogo' Brand

The Guiding Principles of Customer Cloud

In our previous article, we introduced the Customer Cloud brand philosophy, specifically the design concept of 'enriching without breaking' and the Wrap Model approach.
Alongside this philosophy, our brand guidelines also explain

the stance we take as a company when engaging with society.
the stance we take as a company when engaging with society is also explained.

The central concept behind this is

Kurogo (Stagehand)

.

The Concept of Kurogo

Kurogo are figures that appear in traditional Japanese performing arts.

On stage, the actors are the protagonists, but behind the scenes, the Kurogo carry props, support the production, and prepare the environment that makes the performance possible.

Kurogo are not meant to draw the audience's attention.
However, the stage cannot exist without them.

In our brand guidelines, the role of Customer Cloud is explained by drawing a parallel to these Kurogo.

The protagonists are always

• the nation

• the enterprise

• the customer

.

Customer Cloud functions as the entity that supports their value.

The stance of understanding context

In our brand guidelines, this stance is also explained using the term
Context.

When introducing new systems or technologies,
the first step is not to present a solution.

What must be understood first is

• history

• culture

• values

• systems

—the context held by that organization or society.

Understanding what should be preserved within that context is the starting point of the project.

The role as a catalyst

In our brand guidelines, the role of the Customer Cloud is also explained using the term
Catalyst.

A catalyst in a chemical reaction is an entity that accelerates the reaction without changing its own essence.

Similarly, the Customer Cloud does not step forward as the protagonist, but rather
plays the role of drawing out the inherent power of nations and companies and accelerating their evolution.

In that sense, the Customer Cloud is also an entity that
functions quietly as infrastructure.

Converging value

In our brand guidelines, one more concept is presented:
Convergence.

In modern society,

• technology

• markets

• culture

• systems

and many other elements are intricately intertwined.

In such a situation, there is often too much information, making decision-making difficult.

The role of Customer Cloud is to organize these complex elements and
structure them into a state where decisions can be made.

Finding order within complex situations and
clarifying the path to the future.

That is one of the values presented in the brand guidelines.

Brand Stance

Looking at it this far, we can see that the Customer Cloud brand has
one common stance.

That is

rather than stepping forward, a stance of
choosing to support.

Respecting the core of the customer and
supporting that value from the outside.

This way of thinking is also connected to the Wrap Model introduced last time.

In the next article, I will introduce how this philosophy is
designed into the shape of the logo.