Dojo RITAH

Branding Design

Client: Dojo RITAH – School of Altruistic Management Philosophy

“Dojo RITAH” was established in 2020 as a successor organization after the dissolution of “Seiwa Jyuku Hawaii,” where small and medium-sized business owners were holding various types of study sessions. The members held these study session in order to learn and practice the management philosophy of Kazuo Inamori, the founder of Kyocera and the renowned manager who rebuilt JAL. The new dojo is a place where small and medium-sized business owners in Hawaii can learn the philosophy for raising their spirits and improve their management skills in Japanese and English. The organization needed to develop its own branding power without relying on the previous Seiwa Jyuku brand.

A branding design that raises awareness among Hawaii executives and at the same time enhances the sense of purpose among Dojo RITAH members through the brand concept and visual identity.

Dojo means “a training hall where trainees learn and practice hard together”. RITAH has the pronunciation of the Japanese word “rita” which means altruism in English, and is the basis of the Inamori Philosophy. RITAH is also composed of the initials of Dr. Inamori’s teachings: righteousness, integrity, tolerance, appreciation, and humbleness. With its powerful design, the logo expresses the determination of the members in the dojo where they practice together to tackle problems with a fighter’s spirit, while inspiring and learning from each other for their successes in management and life. The logo, designed with the initials D and R in a pentagon of the Golden Ratio, represents the purpose of Dojo RITAH, a training hall for altruism that contributes to people and society based on the teachings of the Inamori Philosophy. With this brand concept and visual identity, we designed a brand strategy that raises awareness among Hawaii executives and raises the sense of purpose among Dojo RITAH members.