Japan publisher Kodansha brings manga to the masses

Tokyo – Literary and manga magazine publisher Kodansha has undergone its first rebranding in 112 years.

The publisher's reworked identity, spearheaded by creative agency Gretel, aims to uplift the brand beyond its native Japan. Having gained worldwide exposure for publishing successful manga titles such as Akira and Pretty Guardian Sailor Moon, Kodansha is now seeking to ‘communicate who we are on a global scale’.

The rebranding includes a promotional film in which Kodansha books are shown taking flight from Tokyo and appearing in the hands of international audiences, showcasing its global journey. This cross-cultural rebranding includes a new universal logo, which takes inspiration from a traditional Japanese Hanko stamp. Sue Murphy, creative director at Gretel, explains: ‘The brand logo represents Kodansha’s position at the crossroad of all cultures, where many ideas, voices and stories intersect.’

Brands that were once rooted in their native cultures are crossing borders to reach new audiences, which is in turn inspiring their visual identities. We've been tracking the evolution of this trend since identifying New Bricolage Living back in 2015.