Built around simplicity, clarity and connection, our renewed brand identity reflects who we are as a company. More human. More contemporary. More us.
The TITAN Brand Awards is an international competition attracting entries from agencies, organizations and professionals worldwide.
In 2026, JTI competed against over 500 entries from more than 30 countries. The awards are judged through an independent blind process, where an international panel of industry experts evaluates each entry on its merits.
Winning a TITAN award provides strong third‑party recognition of the strategy, creativity and execution behind how we express who we are as a company.
We won 5 awards in total:
2 platinum awards - Best Visual Identity and Best Brand Positioning
3 gold awards - Best Employer Branding Strategy, Best Imagery Style & Guidelines, Best Mission & Vision Representation
Being the only Platinum winner in the Best Brand Identity category is a standout achievement on a highly competitive global platform. It confirms the strength of our brand direction and shows that JTI’s identity is not only visually strong, but also strategically relevant and meaningful.
In 2024, we set out on a journey to change how we present our brand to the world. This wasn’t just a design exercise to come up with a new corporate identity. It was a moment to step back, look at who JTI is today and express it with clarity and purpose.
The work began by going back to the basics of our heritage, our culture and JTI’s essence of people centricity and growth. This became the foundation for everything - the new design system we created was modern, bold and forward‑looking, yet still unmistakably JTI.
The starting point was the logo. Historically linked to the JT Group logo, it symbolizes the Japanese concept of Migikataagari - the idea of growth and progress, by rising upward. For the first time in the company’s history, the three separate letters that were meant to be the initials of the company name, were redesigned into a single, unified symbol that had a hidden, relevant meaning. The new logo respects JTI’s heritage, while bringing it confidently into the future.
Color also played a transformative role. JTI’s signature green became brighter and more distinctive, a refreshing contrast in a sector dominated by blue. This green expresses optimism, balance and a positive outlook - qualities that align with JTI’s purpose and personality.
Our new identity is designed to be simple, clean and modern. It reduces visual noise, opens space and puts the spotlight on JTI’s people. Simplicity and clarity make JTI feel more accessible and connected.
This recognition from the Titan Brand Awards shows that our work to reshape the JTI brand is making a real impact. But more importantly, it belongs to our people - the ones who bring it to life every day.
One JTI - more human, more contemporary, more us.