The Dentsu Advertising Awards are Japan's oldest advertising awards, and were established to honor clients who achieve one of advertising's most fundamental missions—to shine a unique light on the company and its brand, and warm the hearts of people worldwide. In this context, we sought to create a logo and visual identity system that express the many ways this radiant light illuminates the world.

The Dentsu Advertising Awards were established to honor clients who effectively communicate what they believe in, and the ways they are working to make the world a better place. We believe this is one of advertising's most fundamental missions—to shine a unique light on companies and brands, and to warm the hearts of people worldwide. For the Awards' 70th anniversary, we created a VI system that expresses the various ways this radiant light illuminates the world.

The logo and visual identity system were introduced on the occasion of the 70th Anniversary Dentsu Advertising Awards ceremony held on 3 July 2017, and were featured on promotional posters and movies, award trophies and certificates, and envelopes and other stationery. Posters and other materials were displayed at the awards venue and award secretariat office, as well as at Dentsu Inc. branches and offices. The 70th Anniversary Dentsu Advertising Awards attracted 1422 entries from some 450 companies and organizations.