Tuesday, April 12, 2022

Acom flattens the ring of trust

Acom is a Japanese company that provides consumer loans and issues credit cards. On August 7, 2021, it launched a refreshed logo.

The previous logo was introduced in 1989 and designed by Dentsu. It was usually accompanied by an era-appropriate line shading graphic that is still a fairly common sight in Japanese cityscapes.

The angularity of the symbol (officially named "the ring of trust") was innovative for its time, but has lost some of that effect over time. The new version flattens it completely, almost turning it into a simple circle. The typographical clash between the symbol and the initial 'a' is less obvious in the Japanese version, which is probably the one that will be used the most.