LINE Pay and LINE Financial Recognized at Good Design Award 2020

2020.11.09 ALL

■LINE Pay selected as ‘Best 100’ for its excellence in rebranding design 

■LINE Financial chosen for ‘Good Design Award’ for its intuitive design 


TOKYO – November 9, 2020 – LINE Corporation announced today that it received two awards at the Good Design Award 2020. LINE Pay’s rebranding project was selected in the “Best 100” category while LINE Financial received a “Good Design Award” in the application category. 


Operated by Japan Institute of Design Promotion, the Good Design Award is considered a globally renowned design accolade, receiving more than 4,700 entries from around the world this year alone. Winners are allowed to use the “G Mark” logo on their products in recognition of their excellence. 



Both designs were produced by the BX Design Team at LINE Plus. The LINE Pay rebranding project was chosen for its sleek and scalable design, offering familiarity for users while increasing business potential. The LINE Financial services logos were recognized for their intuitive and easy-to-understand icons that are suitable for users of all ages. More information about both awards can be found on the Good Design Award website (


LINE Pay Corporation, the operator of LINE’s digital wallet service, carried out a rebranding to refocus the company’s messaging, emphasizing how is evolving with society and becoming “The Next Payment Platform.” The rebrand also added visibility and simplicity to the LINE Pay logo, with the rebranded logos having a positive impact on both merchants and users, leading to an increase in the installation of the LINE Pay point of sales materials (POSM) in stores.  



LINE Financial has been introducing a range of financial services, including insurance, investment services, loans, and a credit scoring service, with the aim of bringing people and finance closer by creating new financial experiences. The brand design of these financial services captured a simpler user experience while also presenting a unified identity.


With these awards, LINE Plus BX Design Team has been now recognized for its excellence in design by three of the most renowned international design awards: by the iF Design Award 2019, Red Dot Award 2020, and Good Design Award 2020. 




■About LINE Corporation

Based in Japan, LINE Corporation (NYSE: LN/TSE:3938) is dedicated to the mission of “Closing the Distance,” bringing together information, services and people. The LINE messaging app launched in June 2011 and since then has grown into a diverse, global ecosystem that includes AI technology, fintech and more.



■About Good Design Award

Established in 1957, Good Design Award is Japan’s leading commendation system. Eligible for application are products, architecture, application and software, projects and initiatives that utilize design and more. Through this system, many people come in contact with “good design” and appreciate their value. The recognition rate of the award is 85%*, with its familiar symbol, G Mark.

*According to the Internet survey by Japan Institute of Design Promotion in 2017.