The logo, slogan, and statement for the au brand, which represents the consumer business, express our aspirations with respect to customers and society.
au Brand Vision
The vision of the au brand is to bring about fun and interesting changes in the daily lives of customers through the integration of telecommunications and life design, as well as to become closer to the customers and continue providing exciting experience value so that they can enjoy the future together with au. These values are reflected in the au brand slogan of "Explore the extraordinary".
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.
If two roads stretch out before you,
choose the one you've never traveled,
because you will embark on a journey of discovery.
If there are two ways of doing something,
choose the more challenging one,
because you will learn something new.
If two futures unfold before you,
choose the one you could never have imagined,
because it will thrill and excite you.
If the future is born of the choices we make,
boring choices lead to a boring future.
So let's throw destiny a curve ball.
Let's look beyond our usual partner
and work with someone different,
breaking old rules and conventions.
Something new is sure to take shape.
A new story is bound to begin.
It's time to take a bold step forward. To approach life with zeal.
Because the world is an incredibly interesting place.
So let your heart soar further than ever before.
Move towards a future that no one could ever have dreamed.
Fusing communications and life design,
au wants to be the force that brings everyone together.
We want to make tomorrow brighter for us all.