Our Brand Identity
Japan Endless Discovery Logo
The catchphrase and logo "Japan. Endless Discovery." that has been in use since April 2010 when promoting visits to Japan in overseas markets etc. has the meaning of "Japan, a country where you can find endless excitements", and it embodies our hope to welcome foreign visitors to Japan again and again so that every time they pay a visit, they come to know more about the incredibly diverse tourism resources in Japan, such as its abundant nature represented by cherry blossoms, or its history, traditional and modern culture, foods, and ways of life of local people.
JNTO Logo
The red arc below the text of the logo symbolizes sunrise. The rising sun represents the development of inbound tourism as well as our thoughts on the development and goals of our organization. The arc also symbolizes a bridge that connects Japan to the world and the world to Japan.