Adways Undergoes Brand Renewal, Updating Corporate Logo and Website

Adways Inc. (Headquarters: Shinjuku-ku, Tokyo; President and Representative Director: Sho Yamada; hereinafter 'Adways') has undertaken a brand renewal, updating its corporate logo and completely revamping its corporate website, which has now been published.

Background of the Brand Renewal Since its establishment in 2001, Adways has developed its digital advertising business in response to market changes and advancements, starting with affiliate advertising and expanding into promotional support in the app market—which grew with the spread of smartphones—and the development of proprietary products utilizing machine learning. Currently, driven by the purpose to 'Deliver "Wow, what's this? I've never seen anything like it" to the whole world, and realize "Jinmouke" (creating value for people) that expands everyone's possibilities,' we are expanding our business domain beyond advertising and operating not only in Japan but also overseas, primarily in Asia.

To achieve this purpose, we believe it is necessary to ensure the health of the internet space (services, information, advertising, etc.), which has become a vital infrastructure for modern society. However, the reality is that the reliability of digital advertising and information has been severely shaken recently by the rapid increase in sophisticated ad fraud, fake news, and content that unfairly incites user interest.

Faced with this current situation where advertising is shunned as 'noise' and the entire ecosystem risks dysfunction, the Adways Group, as an active participant in the industry, has long harbored a strong sense of crisis. Against this backdrop, we aim to rebuild a healthy ecosystem where media, advertisers, and users all prosper by pursuing 'what advertising should inherently be' (= encountering information that is valuable to users).

Furthermore, not limited to digital advertising, the Adways Group will continue to constantly ask 'what the essential issue is' rather than focusing on short-term profits in all future business domains, continuously providing new value to society. This brand renewal is intended to give shape to our stance, will, and determination, and to broadcast them more widely to the world.

Key Initiatives of the Brand Renewal The theme of the new brand reinterprets Adways' stance and is defined as 'THE SUN'. The sun emits its own light and illuminates all things equally. This symbolizes our new guiding principle to enhance industry transparency and consistently maintain an open and sincere attitude toward all stakeholders.

Additionally, while inheriting the identity embodied in the 'flame' of the old logo's symbol—'to boldly challenge and continue burning vigorously without going out'—it expresses our aim to be an entity that shines light into areas no one has stepped into before and creates new paths.

- Update of the Corporate Logo The structure of the corporate logo has been updated from 'Symbol + Logotype' to 'Logotype' only. The logotype has been extremely streamlined, adopting a simple typography inspired by a sharpened 'essence'.

- Complete Renewal of the Corporate Website We have organized our diversified business contents, strengths, and provided value, updating to a UI/UX design that allows visitors to intuitively reach their desired information. We position it as a new information platform not just for providing information, but for accurately and clearly conveying to all stakeholders Adways' stance of confronting industry challenges and pursuing the 'inherent ideal state'.

Adways will continue to accelerate the expansion of its business domains originating from the digital advertising business and the utilization of advanced technologies, contributing to the sustainable growth of our clients and partners, and making every effort to realize our purpose.

Comment from Sho Yamada, President and Representative Director Since its establishment, Adways has expanded its business through repeated challenges and changes. Because we have grown alongside the digital advertising industry, we believe we have a responsibility to stand at the forefront and embody the 'ideal state' of the industry going forward more than anyone else. This brand renewal is to correctly convey our attitude toward our business and our intentions for the future. Together with our new brand, we will continue to create essential value for society.

Comment from Yui Endo, Executive Officer in charge of Communication Design The new corporate logo and website are interfaces that embody Adways' existence as a company. Aiming for Adways' intentions to be accurately conveyed to everyone who sees them, we re-evaluated everything starting from communication design and incorporated it into the visual design. We hope this will serve as a starting point for dialogue with stakeholders and society, and that the future we envision will be communicated more clearly.

About Adways Inc. Established in 2001. Listed on the Tokyo Stock Exchange in 2006. With the purpose to 'Deliver "Wow, what's this? I've never seen anything like it" to the whole world, and realize "Jinmouke" (creating value for people) that expands everyone's possibilities,' the company operates cross-domain businesses including the advertising business supporting comprehensive app/web marketing, the ad platform business utilizing technology to realize new ad expressions and maximize ad effectiveness, the lifestyle business, and the DX business. The company also expands its business overseas, primarily in Asia.