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</div> <div class="ad-contents"> <div class="l-content"> <div class="ad ad-rectangle"> <div id="div-gpt-ad-leaderboard"> <script type="text/javascript"> googletag.cmd.push(function() { googletag.display('div-gpt-ad-leaderboard'); }); </script> </div></div> </div> </div> <div class="breadcrumb-box "> <ol class="breadcrumb-items"> <li class="breadcrumb-item"> <a href="/?i_cid=nbpnxr_breadcrumb" class="breadcrumb-link">日経クロストレンド</a> <i class="icon-right-arrow"></i> </li> <li class="breadcrumb-item"> <a href="/atcl/contents/18/01076/?i_cid=nbpnxr_breadcrumb" class="breadcrumb-link">BtoBブランディングのリアル</a> <i class="icon-right-arrow"></i> </li> <li class="breadcrumb-item"> <span class="breadcrumb-text">ド派手なコンテナが世界に衝撃　強烈BtoBブランディングの背景に危機感</span> </li> </ol> </div> <main class="l-content main-wrap"> <div class="l-parallel"> <div class="l-col-main"> <article class="l-article"> <header class="article-header" data-atlas-trackable="content_header"> <ul class="article-header-category-items"> <li 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</header> <div class="article-header-author"> <ul class="article-header-author-items"> <li class="article-header-author-item"> <a href="/authors/18/hirokawa_junya/?i_cid=nbpnxr_child" class="article-header-author-link"> <address class="article-header-author-name">廣川淳哉</address> <p class="article-header-author-position">編集者</p> </a> </li> </ul> </div> <section class="l-col-section-main"> <div class="articleBody" id="colMain"> <div class="pageBox" data-page="1" >  <span class="textAlignCenter"> <a href="/atcl/contents/18/01076/" target="_blank" rel="noopener"><div class="bpbox_center"><div class="bpimage_center" style="width:600px"> <div class="bpimage_image"><img src="/images/2021/common/loading_1_1.gif" width="600" height="180" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/01076/00003/spe_BtoB_3.jpg?__scale=w:600,h:180&_sh=04f0eb0ca0" alt="BtoBブランディングのリアル　第3回" title="BtoBブランディングのリアル　第3回" class="lazyload"></div> </div> </div></a> </span> <p class="clearBoth"></p>  <p class="bplead"> 2017年設立のONEは、世界120カ国以上に事業拠点があるコンテナ海運会社だ。事業開始2年目に黒字転換を果たし、21、22年度の純利益が日本円で2兆円を超える成果を上げた。設立初期から続くブランディング第1章に加え、第2章が進行中だ。 </p>  <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_image"><a href="/atcl/contents/18/01076/00003/?SS=imgview&FD=-1141009464" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="480" height="269" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/01076/00003/top.jpg?__scale=w:480,h:269&_sh=0760950cc0" alt="マゼンタカラーのコンテナを乗せた、マゼンタカラーのコンテナ船「ONE INNOVATION」。このコンテナ船は全長約400m、コンテナ積載能力約2万4000TEU（1TEUは20フィートコンテナ1個分の荷物量）で世界最大級" class="lazyload"></a></div> <div class="bpimage_caption">マゼンタカラーのコンテナを乗せた、マゼンタカラーのコンテナ船「ONE INNOVATION」。このコンテナ船は全長約400m、コンテナ積載能力約2万4000TEU（1TEUは20フィートコンテナ1個分の荷物量）で世界最大級</div><div class="bpimage_click"><a href="/atcl/contents/18/01076/00003/?SS=imgview&FD=-1141009464" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div> <p> 　ONE（OCEAN NETWORK EXPRESS）は、日本郵船、商船三井、川崎汽船という邦船3社のコンテナ船事業部門がスピンアウトし、2017年7月に発足した新会社だ。 </p> <p> 　本社はシンガポールにあり、世界120カ国以上に事業拠点がある。180以上の航路で240隻を超える船を動かし、コンテナ船輸送事業で世界シェアの約7％を占めている。 </p>  <p> 　ONEといえば、なんといっても、コンテナもコンテナ船もマゼンタで統一したカラーリングが特徴。既存のコンテナは地味な色を用いたものが多く、マゼンタはコンテナ船や海運業界における従来の発想や通念上は選ばれない色だという。 </p><p> 18年4月の事業開始以降、マゼンタのコンテナが各国の港を彩る様子がSNSなどをにぎわせた。鮮やかな色のコンテナやコンテナ船が、世界の港やコンテナ埠頭など、海運業界の風景を大きく変えてきた。 </p><p> 　ONEのブランディングは大きく、2つのフェーズに分けられる。第1章が、会社立ち上げから22年までの5年間にわたる、社名やロゴ、コーポレートカラーの制定といった取り組みだ。 </p>  <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_title">●ONEの歴史</div> <div class="bpimage_image"><a href="/atcl/contents/18/01076/00003/?SS=imgview&FD=1428321476" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="480" height="361" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/01076/00003/09.png?__scale=w:480,h:361&_sh=0980d90100" alt="●ONEの歴史" class="lazyload"></a></div> <div class="bpimage_click"><a 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ド派手なコンテナが世界に衝撃 強烈BtoBブランディングの背景に危機感：日経クロストレンド

ド派手なコンテナが世界に衝撃　強烈BtoBブランディングの背景に危機感：日経クロストレンド