On May 9, 2025, NTT Corporation announced significant changes during its earnings presentation for the fiscal year 2024, including a rebranding initiative that will see its name change from "Nippon Telegraph and Telephone Corporation" to "NTT Corporation" effective July 1, 2025. This shift is part of a broader effort to enhance the company’s global recognition and align its corporate identity with its current business activities.
During the presentation, NTT President Akira Shimada emphasized the widening gap between the company's name established 40 years ago and its actual business content. He stated, "The gap between the name we set 40 years ago and the actual business content has become significant, particularly hindering our corporate recognition globally." This change aims to present a unified and clear corporate identity that reflects NTT's technological capabilities and innovation.
As part of the rebranding, NTT East and NTT West will also undergo name changes to become "NTT East Japan Corporation" and "NTT West Japan Corporation," respectively. Additionally, NTT Communications will be renamed "NTT Docomo Business Corporation," while NTT Comware will change to "NTT Docomo Solutions Corporation." This comprehensive rebranding underscores NTT's commitment to modernize its image in the global market.
The corporate logo will also see a transformation. While retaining the iconic "Dynamic Loop" symbol established in 1985, the font color of "NTT" will shift from the traditional black to a blue that is currently used globally. The NTT Docomo Group will adopt a new red dynamic loop for its branding. This fresh visual identity aims to enhance the overall brand perception and recognition of the NTT Group.
In conjunction with the rebranding, NTT revealed plans to increase the number of 5G base stations by 40% to improve communication quality across its network. This move is part of the company's strategy to enhance its service offerings and maintain its competitive edge in the telecommunications industry.
Moreover, on the same day, NTT announced the initiation of a tender offer for shares in NTT Data Group Corporation, signaling its intent to strengthen its corporate structure and expand its market presence. Alongside this, NTT introduced its updated corporate philosophy, "NTT Group's Core," which outlines the company's vision and values in light of changes in the current business environment.
NTT Group's Core reflects the ideal image that the company aims to project, which has been updated to align with contemporary market dynamics. The company’s values, now termed "NTT Group's Values," emphasize integrity, trust, and connectivity, serving as guiding principles for employees across the organization.
As NTT prepares for these significant changes, it aims to position itself as a forward-thinking global enterprise, committed to contributing to a prosperous future for individuals and the planet. The company’s new motto, "Innovating a Sustainable Future for People and Planet," encapsulates its vision of creating dynamic transformations in society through continuous innovation.
In summary, NTT's rebranding is not just a change of name and logo; it represents a strategic shift towards a more cohesive and globally recognized identity. This initiative is expected to enhance the company’s market presence and foster a stronger connection with customers both domestically and internationally.
NTT West, under the leadership of President Ryota Kitamura, is also set to renew its corporate identity on July 1, 2025, changing its name to "NTT West Corporation" and adopting a new corporate logo that aligns with the overall NTT branding strategy. This change is part of a broader initiative to unify the branding of all NTT West Group companies, enhancing their visibility and recognition in the marketplace.
NTT West's new corporate identity will reflect its commitment to safety, security, and trust, while also showcasing its advanced technology capabilities. The company aims to position itself as a "Value Creation Partner" that collaborates to co-create a rich future society.
The trade names and logos of several NTT West Group companies will also be updated to align with the new corporate identity. Companies such as NTT Business Associate West Japan and NTT Media Supply will adopt new names that incorporate the NTT branding, ensuring consistency across the group.
In conclusion, these changes mark a pivotal moment for NTT as it seeks to redefine its brand and enhance its corporate identity in the rapidly evolving telecommunications landscape. With a focus on innovation and sustainability, NTT is poised to strengthen its position as a leader in the global market.
