[If you move your body, everything will start moving] Lii Inc. Implements Rebranding
Lii Inc. has announced its rebranding, redefining the value of exercise and refreshing its Corporate and Visual Identity. The company introduced its new brand core: "Philosophy" (You Move, Move You.) and "Oath" (pledging to move the world with the power of exercise). The rebranding features a new symbol mark "Moving Beat," specific color palettes, and key visual concepts aimed at conveying the dynamism of movement and inspiring a more active lifestyle.
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- 📰 Published: April 7, 2026 at 01:35
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Lii Inc. (Headquarters: Showa Ward, Nagoya City, Aichi Prefecture, Representative Director: Ayumi Hirose, hereinafter referred to as "Lii") announces that it has redefined the "value of exercise" that it has continuously addressed through its business, and has renewed its Corporate Identity (CI) and Visual Identity (VI).
■ Background of Rebranding
Humans are animals, and like eating and sleeping, "exercise" is an important element for maintaining physical and mental health. However, through the evolution of civilization, modern humans have become able to "live without moving." Lii aims to repaint a world where the color black has spread with the development of civilization back to white, by considering people with exercise habits as "Othello's white" and those without as "black."
■ New Brand Core "Philosophy & Oath"
As the highest-level concepts for the new Lii, we have established "Philosophy" and "Oath," a pledge to society.
[Philosophy]
You Move, Move You.
If you move your body, everything will start moving.
[Oath]
We know.
That even when we don't feel cheerful, or when things aren't going well,
if we move our bodies, our breathing changes, our gaze changes,
and our perspective changes.
We want you to know.
That the vitality of your body, the beat of your heart,
can push you forward.
We will act.
To create a daily life where we move our bodies, and make everyone's lives
more interesting.
We pledge.
To move the world with the power of exercise.
■ New Visual Identity (VI)
Symbol Mark "Moving Beat"
It is motifed after a "circle" that has been purified to the ultimate degree of "movement." A sphere is the most unstable (never stopping) yet the most stable shape, distributing external pressure evenly. The design of two circles moving back and forth represents repetitive motion and heartbeat, the archetypes of exercise.
The Angle
The angle is 33.6 degrees. It signifies the explosive start of a crouching start, liftoff against gravity, and an attitude of constant growth, always upward.
Lii Color
We have adopted "Lii Orange," representing blood circulation and elevated body temperature from exercise. Imagining a "fluorescent marker" that adds color to everyday life, we have created a visual where overlapping colors become darker, like a marker.
5 Key Visuals conveying the dynamism of exercise
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Crazy Dash: Acceleration inspired by the world's fastest start.
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Crazy Dribble: Technique that bewilders opponents with ever-changing movements.
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Crazy Freestyle: Power moves rooted in fun, like those of Paris Olympics gold medalist AMI.
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Start running, Keep running: Repetitive motion and endurance, the basics of exercise.
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Turning: Joy and new vitality in everyday life.
■ Comment from Representative Director, CEO Ayumi Hirose
In the past, living itself was exercise, but through the development of civilization and the COVID-19 pandemic, modern life has become the default state of 'not exercising black,' where one can live without moving.
Many people think, "I go to the gym because I have motivation," but in reality, it's the opposite. You get motivated because you go to the gym. Before thinking with your mind or head, first move. That first step begins to move everything that has been stagnant.
Through our business, we will first repaint the Othello board, where black has become dominant, to 'white,' representing a daily life of exercise. Then, by increasing the total amount of exercise for people who encounter Lii and delivering high-quality exercise opportunities, we aim for a future where the entire world is colored in vibrant 'Lii Orange.' We are once again embarking on the challenge of moving the world with the power of exercise, starting from here.
■ Company Profile
Company Name: Lii Inc.
Representative: Ayumi Hirose
Established: November 1, 2018
Business Activities: Child Development Support Services, After-School Day Services, Education Services, Fitness Services, Commerce (Retail) Services
Headquarters: Gokiso Central Building 3A, 3-8-1 Gokiso-dori, Showa Ward, Nagoya City, Aichi Prefecture
Website: https://liystyle.com/
[Contact Information for this matter]
Contact: Yokoyama TEL: 090-5944-9538 MAIL: lii_pr@liistyle.co.jp