au brand began as the mobile (mobile phone) brand of KDDI. In 2012, as part of the expansion of our 3M Strategy comprised of from the concepts of Multi-Use, Multi-Network, and Multi-Device, we have evolved the brand to one that includes consumer services as well as mobile phones.
We believe in providing a rich brand experience that enables customers to freely and comfortably do whatever they wish.
Aspirations of the au brand
The au brand aspires to have an intimate understanding of the customers' feelings while offering them the comfort and freedom to do what they wish. To ensure customer enjoyment, we strive to provide a sense of surprise and discovery that exceeds expectations. These concepts are incorporated into the brand slogan, "New Freedom".
A sense of flexibility and freedom is conveyed by the bold, clean, refined, agile cursive script, which is written in the orange brand color and surrounded by open white space.
Our promise is to provide a rich experience that exceeds expectations so that customers can freely and comfortably expand their possibilities.