DeNA is a Japanese company that developes mobile portals and online shopping services, which describes itself as "the global leader in mobile Internet services". Today, January 10, it launched a new corporate identity.
The logo is an expression of the new tagline "Delight and Impact the World", where the D has been turned into an emoticon, representing delight. The exercise also sees some of the company's global subsidiaries being rebranded with the corporate name.
Update January 10: Wolff Olins recently announced that they created the new brand identity together with Japanese branding agency Hakuhodo.
"DeNA is committed to bringing delight to people all over the world through its services. The logo's initial letter "D" is a smile emoticon, symbolizing the company's ongoing pursuit of customer delight.
DeNA strives to be an approachable, friendly company for people worldwide, and to create services that have a positive impact on their lives. The handwritten font is intended to represent this concept of a lighthearted, caring and fun company.
DeNA leads the world in its mobile Internet expertise. Based on the company's deep understanding of global customer needs, DeNA will continue the rapid development of new services that bring delight and impact to people around the world." - From DeNA's brand page
DeNA press release (archive)
DeNA brand page (archive)