Connecting Through Hands: ANA Unveils New Sign Language Badge Ahead of the Tokyo Deaflympics, ANA refreshes its sign language badge to foster inclusive travel
On May 12, 2025, the ANA Group introduced newly designed sign language badges for cabin attendants and airport staff, reaffirming its commitment to creating "a welcoming sky for everyone."
The badges are worn by ANA staff who have achieved at least a Level 4 certification in the Japanese Sign Language (JSL) Proficiency Test or the Japanese National Sign Language Certification. These badges signal their ability to communicate in Japanese Sign language, offering a visible point of connection for passengers who use sign language.
The updated design comes as Tokyo prepares to host the Deaflympics, an international multi-sport event for hard of hearing, starting November 2025, reflecting a broader global movement towards inclusive service. The new badge not only supports sign language users but also promotes sign languages as an approachable and accessible form of communication for all.
We spoke with Anna Suzuki from ANA's Customer Experience Management and Planning team about the refreshed design. Her team coordinates initiatives related to accessibility, cleanliness and ESG related services across the company.
"We wanted to create something that conveys warmth and approachability," said Suzuki. "Our goal was to design a badge that welcomes customers who use sign languages while introducing it as a meaningful form of communication to those unfamiliar with it."
Messaging Behind the New Design
The refreshed badge symbolizes "connection through hands," reflecting ANA's belief that sign languages foster compassion and kindness. The design features a heart-shaped icon formed by two interlinked hands, making it easier for sign language users to identify staff and feel comfortable initiating conversations.
Compared to the previous badge, which displayed the Japanese Sign Language symbol for "sign language," the updated design is more universally recognizable and inclusive.
"The heart and hands motif reflects our desire to connect with all customers," said Suzuki. "We hope this simple, yet expressive design helps create smoother, more reassuring and barrier-free travel experiences for everyone—both at the airport and onboard."
A Future of Universal Service
As part of its ongoing commitment to providing world-class universal service, the ANA Group continues to enhance its facilities and offerings to ensure accessibility for all passengers.
"We hope this new design will serve as a bridge to deepen connections with customers who use sign language," said Suzuki. "It's also an opportunity to raise awareness about ANA's sign language services and encourage more people to learn about them."
Many ANA employees have already begun learning additional sign languages, including International Sign (IS), to better serve a diverse range of customers. Later this year, the ANA Group plans to host seminars to help colleagues further explore and understand IS.
With its refreshed badge and efforts to improve accessibility, ANA Group remains committed to fostering inclusive, customer-focused services that reflect its vision of creating a welcoming sky for everyone.