On May 9, 2025, NTT (Nippon Telegraph and Telephone) held a significant results briefing where it announced a new corporate identity (CI), marking a pivotal moment in the company's history. The company will officially change its name from "Nippon Telegraph and Telephone" to simply "NTT," effective July 1, 2025, following the approval of amendments to its articles of incorporation at the general shareholders meeting scheduled for June 2025.
This name change comes after 40 years since its privatization in 1985, a move that is seen as crucial for enhancing the company's global recognition. President Akira Shimada explained the reasoning behind this shift, stating, "We have adopted a company name and font that is familiar to overseas customers. We will enhance our corporate brand by being aware of the global market." The new company logo will retain the familiar dynamic loop design, which features a blue color scheme that has been associated with the brand.
Interestingly, the font for the letters "NTT" will incorporate a rounded design previously used by the NTT Data Group, which was fully acquired just the day before on May 8, 2025. This strategic branding decision reflects the company's efforts to unify its identity across different markets and to better communicate its technological capabilities.
Shimada emphasized that the existing company name and business focus had diverged significantly from those established four decades ago, which he believes has hindered global recognition. He stated, "The name and business content set 40 years ago are significantly different, which was hindering the improvement of global recognition." This sentiment underscores the urgency felt by NTT to adapt to a fiercely competitive global market.
In conjunction with the announcement of the new corporate identity, NTT also shared its financial forecasts for the upcoming fiscal year ending in March 2026. The company anticipates a consolidated net profit of 1 trillion 400 billion yen, representing a 4% increase from the previous year. Sales are projected to rise by 4% to 14 trillion 190 billion yen, while operating profit is expected to grow by 7% to 1 trillion 770 billion yen.
However, the financial results for the fiscal year ending March 2025 painted a more challenging picture. Sales increased by only 2% compared to the previous year, reaching 13 trillion 704.7 billion yen, while net profit saw a significant decrease of 22%, dropping to 1 trillion yen. Operating profit also fell by 14% to 1 trillion 649.5 billion yen, marking the first decline in profits over five terms. This downturn was attributed to increased expenses at NTT Docomo and a decrease in asset sales.
Shimada described the fiscal year ending March 2025 as the "bottom" for the company, indicating a hopeful outlook for the future. He expressed optimism that the upcoming fiscal year would see a continuation of the upward trend in profits. To bolster shareholder confidence, NTT announced a share buyback program with a limit of 200 billion yen and a 15th consecutive increase in dividends.
The changes and announcements made by NTT on this day reflect a broader strategy aimed at revitalizing its brand and improving its standing in the global telecommunications landscape. By simplifying its name and enhancing its corporate identity, NTT hopes to better position itself against international competitors and to appeal to a wider audience.
As the company moves forward with these initiatives, the telecommunications industry will be watching closely to see how NTT adapts to the evolving market dynamics and whether these changes will lead to the anticipated growth in both brand recognition and financial performance.