Archicept City Develops New Brand Strategy for G LION GROUP, Also Developing New CI and Brand Website

Archicept City Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Junji Muroi), which provides brand and design strategy support, is pleased to announce that it has been in charge of the creative direction for the new brand strategy, new CI, and brand website construction for G LION GROUP (Location: Kobe City, Hyogo Prefecture, Representative: Hidetake Kikuchi), in commemoration of its 40th anniversary. Junji Muroi serves as Group Creative Director for G LION GROUP.

Since its founding in 1986, G LION GROUP has been a corporate group that has developed a wide range of automotive-related businesses both domestically and internationally, with a focus on authorized dealerships for imported and domestic cars, including BMW. In recent years, the group has expanded its business beyond automotive-related fields into diverse areas such as food and beverage, lodging, bridal, lifestyle, culture, and travel.

The new brand strategy redefines all businesses as "customer experiences," building upon the "service quality that delivers joy and inspiration to customers" cultivated by the group to date, and redefines G LION GROUP as a "company that designs rich experiences." This philosophy is encapsulated in the new brand promise, "Life in Resonance."

◾️ Six Experience Domains "Our Experience"

The new brand strategy reorganizes and defines the G LION GROUP's consumer-facing brands and businesses into six experience domains from the perspective of "rich experiences delivered to customers."

Our Experience

1. MOBILITY BRAND & SERVICE (Mobility brand and service businesses, etc.)

2. HOTEL & RESTAURANT (Lodging and food/beverage businesses, etc.)

3. BRIDAL & JEWELRY (Bridal-related businesses and jewelry, etc.)

4. ART & CULTURE (Traditional crafts and cultural businesses, etc.)

5. LIFESTYLE (Manufacturing and sales of food products, alcoholic beverages, daily necessities, etc.)

6. JOURNEY EXPERIENCE (Mobility experience businesses using yachts, marinas, and hire cars, etc.)

our experience

About the New CI

In conjunction with the formulation of this brand strategy, the logo that the company has used for 13 years has been updated and rebuilt as a new CI. The new CI was designed with the concept of "fusing the values of tradition inherited by the group with modern values looking towards a new world, to deliver sophisticated and rich experiences." While inheriting the DNA of history and trust held by the previous logo, it visually embodies the group's evolution and will for the next 40 years. In addition, the group wordmark representing the entire group has also been updated to harmonize with the design of the new CI.

New Corporate Wordmark

Left: New Brand Symbol Right: New Group Wordmark

About the Design Philosophy of the New Corporate Wordmark

Since its founding, G LION GROUP has cherished the number "39 = Thank you (arigato)," expressing gratitude to its customers. In the new corporate wordmark, this sentiment has been modularized and used as unique units such as the "39grid" (3x3=9) and the "39°vector" indicating a direction of 39 degrees to arrange the logo's design.

New Corporate Wordmark Design Diagram

GLION Brand Logo Original Font for Generation

About the New Brand Website

In line with this brand strategy, a new brand website for G LION GROUP has been constructed. The new brand website introduces the history of G LION GROUP, its six experience domains, and the worldview of each business, centered around the philosophy of the brand promise "Life in Resonance."

G LION GROUP New Brand Website

https://glion.co.jp/

Comment from Hidetake Kikuchi, Representative Director and President of G LION GROUP

Hidetake Kikuchi, Representative Director and President of G LION GROUP

For 40 years since its founding, G LION GROUP has delivered joy and inspiration through automobiles, while staying close to our customers' daily lives. The path we have taken with over 5,000 colleagues, with authorized dealerships for imported and domestic cars as our core, is entirely due to the support and trust of our customers. In this milestone year, we are setting forth a new vision. Moving forward, G LION GROUP will further expand its "ability to deliver high-quality experiences" cultivated through its automotive business, and become a company that is more deeply and richly involved in customers' lives through six experience domains: mobility, hotel & restaurant, bridal & jewelry, art & culture, lifestyle, and journey experience. For the next 40 years, we aspire to be a company that continues to sincerely meet the expectations and trust of our customers, and we will move forward united as a group.

Comment from Junji Muroi, CEO of Archicept City, Creative Director

Junji Muroi, CEO of Archicept City

With the rapid advancement of technology, efficiency is demanded in all services. However, I believe that precisely because of such times, the value of "experiences that resonate with the senses and remain in memory" that touch people's hearts will become even more prominent. The brand promise "Life in Resonance." embodies the idea that customers' senses and the experiences delivered by G LION GROUP will resonate with each other, enriching and coloring their lives. The new logo and brand worldview embody the group's inherited history and trust, along with contemporary aesthetics and a will for the future. Towards becoming a company that enriches people's lives through experiences that resonate with the senses, I want to deliver this new story to many people.

◾️ Company Overview

G LION GROUP

<Company Overview>

Founded: March 1986

Headquarters Location: G LION Awa-s Building, 11-1 Shinko-cho, Chuo-ku, Kobe City, Hyogo Prefecture, 650-0041

Representative: Hidetake Kikuchi, Representative Director and President

Number of Group Employees: 5,792 (as of March 2026)

Number of Group Companies: 163 (as of March 2026)

Number of Group Locations: 503 stores (as of March 2026)

Fiscal Year 2025 Sales: 462.8 billion yen

Corporate Site: https://glion.co.jp/

Archicept City Co., Ltd.

Company Name: Archicept City Co., Ltd.

Address: Daikanyama Hillside Terrace D22, 29-9 Sarugaku-cho, Shibuya-ku, Tokyo

Representative: Junji Muroi

Established: March 2013

Brand Site: http://archicept-city.com/

Provides direction and supervision for high-end projects as a sensory strategy partner for corporate executives and business managers in areas such as brand strategy, experience design, and store space development.