Brand Guidelines
Brand Logo Usage
BASE, Inc. permits the use of its corporate logo and the logos and icons of the services it operates free of charge, provided that users comply with the terms of use below.
Terms of Use
The corporate logo of BASE, Inc. and the service logos and icons of Online Shop Opening Service "BASE" and Shopping Service "PAY ID" may be used solely to introduce BASE, Inc. and the BASE service.
These logos and icons must not be incorporated into app icons or logos, or used as social media profile images or backgrounds.
Products bearing these logos must not be sold without our permission.
We will immediately prohibit further use of the relevant logo if we identify a violation of these guidelines, use by individuals or organizations we deem inappropriate, including antisocial forces, or any wording or representations we deem inappropriate.
These guidelines are intended to ensure the appropriate use of the logos. For any use not covered by these guidelines, please contact the Public Relations Group at BASE, Inc., attaching a visual sample of the intended design.
Even if your use complies with these terms, please notify the Public Relations Group at BASE, Inc. when using the logos in media such as television, newspapers, magazines, or online articles.
BASE, Inc. Corporate Logo
From its founding until September 2016, BASE, Inc. used the same logo for the company and its Online Shop Opening Service "BASE". In September 2016, following the launch of the new business "PAY.JP" (now operated by Group company PAY, Inc.), we redesigned the corporate logo to distinguish the company from its services.
The original corporate logo continues to be used as the service logo for Online Shop Opening Service "BASE".
This is the primary corporate logo of BASE, Inc.
Online Shop Opening Service "BASE" Logo
The service logo was first refined in September 2020. The ideas behind the "BASE" logo remain unchanged.
The logo features a tipi, a Native American tent that can be easily set up anywhere, expressing the service’s philosophy of creating small economic hubs on the internet.
Its multiple colors represent the many ways in which individuals, businesses, and government bodies can use the service to suit their own styles.
This is the primary service logo for "BASE".
Use this version when the primary logo does not suit your layout or when you want to display the tipi symbol more prominently.
For light backgrounds, use the multicolored symbol with black lettering.
For dark backgrounds, use the multicolored symbol with white lettering.
Shopping Service "PAY ID" Logo
"PAY ID" adopted its current logo and name on May 7, 2026.
The brand identity was refreshed to make online shopping easier and more accessible by connecting purchasers and shop owners through convenient payments and a seamless shopping experience.
This is the primary service logo for "PAY ID".
Use this version when the primary logo does not suit your layout.
Usage Notes
Please download and review the guidelines before using the logos.
"PAY ID" and "BASE" App Icons
BASE, Inc. offers two apps, each available on the App Store and Google Play.
The "PAY ID" shopping app uses the PAY ID logo as its icon.
The "BASE" app, which allows users to create and manage online shops, uses the tipi symbol as its icon.
iOS
AndroidShopping Service "PAY ID" App Icon
iOS
AndroidOnline Shop Opening Service "BASE" App Icon
Usage Notes
Please review the following guidelines before using the logos.
Clear Space
Maintain sufficient clear space around the logo when placing it alongside other logos or graphic elements.
Minimum Size
Minimum size for digital use: 100 px.
Minimum size for print: 35 mm.
Minimum size for digital use: 50 px.
Minimum size for print: 18 mm.
Minimum size for digital use: 50 px.
Minimum size for print: 18 mm.
Minimum size for digital use: 50 px.
Minimum size for print: 18 mm.
Prohibited Uses
Do not use the logo without the tipi symbol.
Do not rotate the logo.
Do not distort the logo.
Do not change the colors.
Do not place other objects over the logo.
Do not add outlines.
Do not crop the logo.
Do not add unrelated effects.
Do not apply filters or effects.
Logo Usage for Partners
When displaying the "BASE" logo alongside a partner’s logo for service integrations or other collaborations, place a vertical bar ("|") between the logos. Do not use "&" or "×".
Please coordinate with us before displaying the logos together.
Examples include service integrations through official "BASE Apps" and jointly hosted events.
