Tokyo Culture
Creation Project

WHAT WE DID

Brand Identity Identity Guidelines

CHALLENGE

While the city of Tokyo is known as one of the largest metropolitan cities in the world, its cultural aspects, both traditional and modern, have never been properly communicated. Our client, Tokyo Metropolitan Foundation for History and Culture, asked us to create an identity that sends a message to people around the world to take notice of the city’s unique cultural heritage. The successful identity would also convey the client’s vision to develop opportunities for children to experience Tokyo’s extensive cultural offerings through the client’s Tokyo Culture Creation Project.

SOLUTION

The new brand identity took inspiration from a symbol of the city of Tokyo, a ginkgo leaf, as a motif to depict connection between people—adults and kids alike. For the Tokyo Culture Creation Project’s new logo treatment, we composited a shining star in the middle of a multi-colored globe to represent the bright future of the world. The playful color palette brings energy and life to the identity and expresses the cultural diversity of the city and its residents. This identity not only raises awareness of what Tokyo has to offer, but also inspires public optimism and encourages the younger generation to lead a more fulfilling life with cultural learning.