What is SI (Sticker Identity)?

It is a new brand tool developed by Blue Puddle that can utilize anything as a CI tool, expressing a company's identity through stickers.

Why did you change from an English logo to a Japanese logo?

When targeting new corporate representatives, we strategically changed to a Japanese logo because the pronunciation of 'Blue Puddle' was difficult to understand.

What is the purpose of Blue Puddle's current renewal?

On the occasion of its 10th anniversary, Blue Puddle is re-evaluating 'WHO (who are the customers)' and 'WHAT (what value to deliver)' to aim for new customer acquisition and brand awareness improvement.

Blue Puddle's 10th Anniversary Full Renewal: Announcing SI (Sticker Identity), a CI Tool for Anything

Published Apr 2, 2026 6:40 PM ・ Updated Jun 13, 2026 11:45 PM ・ 2 min read ・ Source: PR TIMES

Blue Puddle Inc. has fully renewed its corporate website and CI, and announced a new branding tool, SI (Sticker Identity), ahead of its 10th anniversary. This initiative is part of a strategic review targeting new corporate clients.

Blue Puddle Inc. (CEO Neji Sato) has implemented a corporate website renewal, a refresh of its CI (Corporate Identity), and the development of a new brand tool, 'SI (Sticker Identity),' ahead of its 10th anniversary. This renewal began with a two-month strategic review of 'WHO (who are the customers) and WHAT (what value do we deliver)' before the website production.

● Blue Puddle https://blue-puddle.com/

CI Refresh: From English Logo to Japanese Logo When the core target for WHO was defined as 'person in charge of new companies,' the English logo 'Blue Puddle' was deemed difficult to read. Therefore, to mark the 10th anniversary, the English logo was changed to a Japanese logo.

It may be unusual for an English logo design company to change to a Japanese logo, but this was a strategic decision (the English logo will continue to be used). Furthermore, a responsive logo was also created, which changes its size and layout depending on the usage situation.

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Source: PR TIMES
Category: News

Blue Puddle's 10th Anniversary Full Renewal: Announcing SI (Sticker Identity), a CI Tool for Anything

⚡ Key Points

CI Refresh: From English Logo to Japanese Logo When the core target for WHO was defined as 'person in charge of new companies,' the English logo 'Blue Puddle' was deemed difficult to read. Therefore, to mark the 10th anniversary, the English logo was changed to a Japanese logo.

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