JTB Group Launches RebrandCorporate Logo/Website Redesigned to support a ‘dynamic brand that embraces diversity andcontinually innovates new ways of bringing people, places and possibilities together’Tokyo, Japan., November 28, 2022 –- JTB Corp. is implementing a coordinated transformation of its businessand brand-building activities in its quest to evolve as a dynamic brand that embraces diversity and continuallyinnovates new ways of bringing people, places and possibilities together.

JTB Corp. is implementing a coordinated transformation of its business and brand-building activities in itsquest to evolve as a dynamic brand that embraces diversity and continually innovates new ways of bringing
people, places and possibilities together. The rebranding process has begun with the launch of the Group’s
revamped English-language website on November 28, to be followed by the rollout of a new corporate logo
in April 2023.
In the run-up to the next phase (‘Dynamic Growth and Development’, FY2025-2028) under its MediumTerm Management Plan (‘Vision for Pioneering in a New Era’), the JTB Group is stepping up efforts totransform its business, developing products and services that reflect our new Brand Promise (core brandconcept) and provide a new brand experience and solutions to stakeholders in Japan and around the world.

The new JTB logo is characterized by monochromatic lettering against a variety of background colors reflecting nature’s palette.
This new design is aimed at raising the visibility of the operational breadth of the JTB brand.

New Group Site: https://www.jtbcorp.jp/en/

■ Rebranding Drivers
As part of its efforts to realize its ‘Vision for Pioneering in a New Era’ formulated in FY20, the JTB Grouphas implemented a disciplined cost restructuring program to weather the impact of the pandemic and carefully
re-examined its brand aspiration. In April 2022, we formulated a new Brand Promise (core brand concept)
and revised The JTB Way* to incorporate ‘ONE JTB Values’ determined via a global workforce survey. An
insight survey revealed a gap between the market’s perception of the JTB Group and our aspirations as anorganization, making it evident that we need to do a better job of communicating our non-travel activity as
well as the operational breadth and depth of our organization. The JTB Group defines itself as being in thebusiness of ‘bringing people, places and possibilities together’2 based on a posture of ‘Connecting andContributing’, the wellspring of value creation at JTB. Our diverse team of professionals is engaged in a wide
range of businesses that extend far beyond travel and tourism, delivering inspiration, enjoyment and results toa broad spectrum of customers and business partners, and helping to create a more sustainable society. As ourefforts to transform our business move into full swing, we are redesigning our corporate logo in order tocultivate a new image as a ‘dynamic brand that embraces diversity and continually innovates new ways ofbringing people, places and possibilities together’. This integrated transformation of our business and brandbuilding activities will be systematically reflected in our products, services, Web presence, and brick-andmortar facilities in the months and years ahead.
* The JTB Way expresses who we are as an organization and provides a foundation for our business the activities and the conduct of our people.

■The JTB Way

■ The JTB Group Brand Aspiration, Worldview & Design Concept● Brand Aspiration of the JTB GroupJTB Group Mission
We strive to foster peace and global
interconnectedness through the creation ofopportunities for meaningful human interaction.
Vision Statement
Pioneering Ways to bring people, places andpossibilities together in a New Era.
The JTB Group's brand aspiration includes all
facets of the JTB Way but draws its primaryinspiration from our Mission and Vision.

As a dynamic brand that embraces diversity, wecontinually take on new challenges, exceed
expectations, and pioneer new ways of bringing
people, places and possibilities together.
The rich colors of the land, sea and sky. Nature’s palettecreates a rich world of diversity. Our new brand image
expresses who we are... a dynamic organization that
continually takes on new challenges, innovating new
ways of bringing people, cultures, communities, society,and the economy together.

● The JTB Group Worldview
Brand Promise (core brand concept)“Perfect moments, always”
The JTB Group worldview draws its primaryinspiration from our Brand Promise (core brandconcept).

Aligned with the themes of inspiration and enjoyment, ournew brand design expresses the three dimensions of the JTB
Group’s worldview:
1. A dynamic worldview inspired by the grandness of the Earth
2. A personalized worldview focused on individuals,communities, and the economy
3. A forward-looking worldview that seeks to exceed thecustomer’s expectations through empathy, integrity andinnovation● Design Concept

ONE JTB Values
Integrity / Innovation / Inspiration???
Our design concept draws its primaryinspiration from ONE JTB Values.
Our new design concept is constructed around
12 color shades representing diversity and adynamic worldview.

Themes: Creativity & Innovation
Stay true at all times to the unique needs of the individual,
while continually challenging ourselves to exceed theexpectations of our customers and stakeholders.
Our new design concept harnesses JTB Visuals combining hues
inspired by the Earth’s color palette with contoured cutouts of theletters J-T-B and dynamic, inspirational photography conveying
excitement and wonder.

◀Example of JTB graphics designed using the newJ-T-B lettering motif

These designs reflect the ongoing journey of ‘taking
on new challenges’ as reflected in ONE JTB Values.
These tri-letter JTB Visuals imbue our corporate
monogram with new meaning: J =for Journey, T =Treasure, B = Business.

■ New Corporate Logo

New monochromatic JTB lettering

A dozen Earth-inspired background colors convey diversity and possibilities

The bold contours of the J-T-B lettering in our new logotype express the dynamism, energy andprogressiveness of the JTB organization. They also convey JTB's desire to continue the journey ofexcitement and inspiration through genuine, engaged connections with our customers. Our rebranding, theJTB Group’s first in 35 years, honors the legacy of the JTB logo and maintains its dynamic design while
replacing the two-color design with a monochromatic logotype using 12 background colors from nature’s
color palette to convey diversity and possibilities. The goal of this new design is to promote visibility of theoperational depth and breadth embodied by the JTB brand. Supported by this new design scheme, JTB willcontinue to cultivate a global brand image characterized by diversity and innovation.

■ JTB Corporate Website

https://www.jtbcorp.jp/en/

● Key Changes(1) Design Overhaul
Our site has been redesigned around key visuals based on a design concept that embodies the JTB Group's
brand aspiration and worldview. The new website emphasizes a look-and-feel that makes our new brand more
relatable from the perspective of our various stakeholders (corporate clients, individual customers, businesspartners, etc.). We have also refurbished our site’s English-language content to better support our global
communication efforts.
(2) Improved User-Friendliness, Readability and Searchability
We have revamped our global navigation bar to make it easier to find information anywhere on the site. By
incorporating a responsive design approach that optimizes readability across different devices and a keyword
search feature, users will find it easier to search for information about the JTB Group.
(3) New ‘Brand Experience Content’ to Showcase Who We Are
We have added a variety of enhanced content featuring how we create value by ‘bringing people, places andpossibilities together’ as well as the breadth and depth of our organization’s activity, including ‘The Value
Creation Process at the JTB Group’, ‘Our Value Creation Story’. We also make use of video content to better
communicate our sustainability initiatives and have expanded our ‘Brand Experience Content’ to help ourvarious stakeholders better understand who we are.

Contact for press inquiries:
JTB Corp. Public Relations & Communication Team
Phone: +81 3 5796 5833

<About JTB>
Today's JTB traces its roots back to Japan Tourist Bureau, an agency formed in1912 for the purpose of servicing the ticketing needs of foreign tourists in Japan.
Over a century of history, JTB steadily evolved into a travel and tourism industry
leader. Through vision, integrity, innovation, and unsurpassed know-how, the JTB
Group consistently creates unparalleled value for its stakeholders.

*The JTB Logo, and all trademarks and service marks are owned by JTB Corp. unless otherwise noted.