Section 2. The Development of a New Corporate Identity and a Name Change

2. Changing Building Names and Formulating the Company's Management Philosophy

On January 1, 1989, the company changed the names of their buildings to coincide with the start of the use of the new communication name. The company sought to promote the use of the new name by always stating “this is Daibiru” when making and receiving phone calls. The company also began using the name Daibiru on stock certificates, signage and signboards, advertisements, business cards, stationery, envelopes, office forms, corporate brochures, pamphlets, and other materials to promote the new corporate image.

In addition to external corporate identity-related activities, Daibiru also began formulating its new management philosophy. The purpose was to express a management stance both internally and externally that was aware of the company’s social mission, and to clarify the company’s guiding principles.

Daibiru’s newly determined management philosophy reaffirmed the company’s achievements and credibility—the result of its long history and traditions—and communicated the company’s great leap forward to the next generation on the basis of five Daibiru pledges.

1. We shall be aware of our social mission.
2. We shall cultivate an enterprising spirit.
3. We shall focus on credibility first.
4. We shall reciprocate the support of our shareholders.
5. We shall build cheerful homes and workplaces.