Tokyo Fuji Art Museum’s rebranding initiative was launched with the aim of remaking the institution as it strikes out toward its golden anniversary in 2033. It established the Branding Committee, which drew on input and counsel from inhouse and external contributors, to clarify and finetune the museum’s fundamental identity. As a result, we arrived at the brand concept of the museum as a communicator of peace and beauty by making art accessible to all. While the concept’s latter part on accessibility clearly refers to the museum’s core effort of expanding the availability of great art to the public, it also refers to the enabling of an individual to access the “art”—or inner beauty—that lies within.
The capacity of art to inspire and move people for peace is an equally elemental part of Tokyo Fuji Art Museum’s core identity. We therefore employed the following language to defined our brand personality: kind and gentle; pacifistic, tolerant and insightful; upholding traditional values while being innovative, original and creative. The new logo embodies these core brand attributes, while its logomark also hints at the rich natural surroundings of the Hachioji suburb in which the museum is located.
Brand Director, OICHOC Inc.
In renewing the Tokyo Fuji Art Museum’s logo and brand visual identity, there were two salient facts that we needed to express: first, that it is an art institution of truly global caliber possessing a collection of quality works from Japan as well as from elsewhere in the East and West. And second, that the museum is open to people of every ilk and may be widely appreciated by all.
The logomark we created consists of an unique alphabet and stylistic elements that melds the classic with the modern, resulting in a design that is readily accessible while being refined at the same time. And its expression changes depending on how the logomark is combined with the logotype, providing the impression that it is as innovative and playful as it is endearing and even reassuring.
When its range of colors is included, the design conveys a sense of continuity with the institutional traditions the museum has built up over the decades. By adding a new perspective, moreover, the design further enhances the museum’s rich message and imagination. Taken together, we feel it thoughtfully depicts the brand concept of the museum serving as “a communicator of peace and beauty by making art accessible to all.”
Creative Unit Lim
Having encountered the Tokyo Fuji Art Museum’s founding vision and mandate, I set out—just as I had with the Japanese logotype—to create a design underpinned by such values as universality and tenderness, which I associate with the capacity of art to enrich our very humanity. A design in which each letter of the alphabet itself speaks to the viewer with grace and dignity, it would be the face that welcomes visitors to the museum.
In creating the logotype, I drew inspiration from the premier examples of Western paintings collected by the Tokyo Fuji Art Museum, where the letters may be likened, in an understated manner, to lithic inscriptions. They retain, at first glance, a sharp and distinct shape, yet when observed more carefully, the letters T, K, A and M are subtly accented with brushstrokes to give the logotype a somewhat unique identity, evoking a sense of gentle dexterity.
KOKIN, Artist and typographer