DOTO (East Hokkaido Electric Co.,Ltd.) who was born in Obihiro, Hokkaido and had 50th anniversary of the foundation challange the aim to advance not only into a limited market in Hokkaido, but also all over Japan and the global market in the environmental energy business which will be a key in future. They will face a lot of difficulties that they will always have to overcome from now on. On that occasion, they will have to reform the regional characteristics, habits, ways of business, and consciousness that was accepted only in the limited market, and they will also need to change themselves in a flexible thinking. This radical change in consciousness is the essence of challange, and it is what they should always keep in mind. Future DOTO will head for the next new 50 years with this new logo in order to become DOTO of Japan and the world from DOTO in Hokkaido.