NTT DoCoMo

New:  Logo

Launched:  April 18, 2008;   per DoCoMo release, "other rebranding elements will be introduced beginning June 1."

Story in brief:
There are, I recall, two-point-something cell phones per capita in Japan, which would help explain how this subsidiary of Nippon Telephone & Telegraph earned the claim to be the "world's leading mobile communications company." They're also worlds ahead of America (and even Europe) in mobile technology and product feature proliferation; if you need a cell phone with a breathalyzer, they've got it for you. Their old logo expressed something of this prolific, innovative spirit.

In its news release, DoCoMo says nothing of substance beyond the obvious ("The new logo's color is red, which symbolizes the company's energy and dynamism").  It credits a Corporate Branding Division, established in August 2007. Corporate PR, however, will neither identify its consultants/
designers, nor make an executive available for interview -- so we can only speculate.

First, it's obvious that by its color and compactness, the new mark is hugely more visible (per square centimeter); it is thus more effective as a product emblem.

Second, it's one word now, no longer three freestanding syllables. It's stronger as such, and travels better. (The derivation was "Do Communications over the Mobile network," but who cares? It's just a nice name, now sturdier.)

Third, we can assume the change in personality... from vivacity and refreshing flippancy, towards  strength and solidity (not unfriendly but much more serious)... reflects strategic intent. It's like casting off the signs of youth to embrace adulthood.

So functionality  (both visual and verbal) seems to be the primary driver of this rebranding, with strategic re-tuning getting a free ride.

But there may be more. We note the next-day (April 19) announcement that also in June, Co-President Yamada will become sole President. His ascendancy may indeed constitute another "rebranding element," and his  rebranding purposes may well be broader than we can see as yet. We await the next announcements with interest.

Credits:
C.E.O. - Ryuji Yamada, Co-President and President Elect
Identity counsel and design - Credits withheld by NTT, at least for now

First Impressions:
Design: Regret and respect. Regret that something fun is lost; respect that its replacement makes sense and is well executed (nice letterforms, great rhythm). But can't the NTT be dispensed with, now, in the logo if not the name?
Nomenclature: I like "Docomo" a lot better. Surely, it can't hurt now to change the name in text, as well, from the odd DoCoMo.
PR: Open up a little. Refusal to credit the designers merely suggests their work is not deemed of importance. 

Other comments:
Jerry Kuyper: I'm beginning to see a pattern here...

Corporate Brand Matrix ratings (subject to confirmation):  
0% structural,  40% strategic,  60% functional