In 2000, MORI Building Co., Ltd. was about to make a great change. Several of the company's large-scale redevelopment projects were about to be realized. The aim of these projects is to utilize properties based on an overall perspective, and enhance their value by leaps and bounds, and, from another point of view, to rejuvenate Tokyo, with its overcrowded horizontal space but vast vertical space. Approaching completion were a number of high-rise urban complex projects such as the "Atago Green Hills"--a unique urban city encompassing Buddhist temples, the "Moto-Azabu Hills"--a high-rise residence surrounded by greenery, and the now-celebrated "Roppongi Hills", whose plan had been cultivated for over twenty years. Accordingly, the company needed to establish an identity that would clearly illustrate its vision for these projects. The visual identity project key that responds to this need is based on the development of a new symbol mark. The M mark representing the initial letter of Mori, whose shape is a reproduction of the company's sky scraping urban complex, has been utilized in a variety of communication tools. It is particularly effective on the rooftops of these complexes.