This is the branding for a funerary company in Nagano Prefecture. It uses Chinese phoenixes motif to depict the solemnity and serenity befitting of a person’s final farewell. In the Chinese Book of Rites the Chinese phoenix is a symbol of peace. In Japan this motif is used in the Byodoin Temple’s Phoenix Hall, which depicts paradise. They are also painted in the form of vermillion birds on the walls of the Kitora Tumulus, built during the seventh century, another example of their ties to funerary culture through history. This motif, used in Japanese traditional culture and life since long ago, is used to symbolically represent the “i” character in “Itotenrei.”