To start your new week with simple and effective identity projects, DS-O’s solution would like to introduce Tsutaya Shoten bookstore project developed by Kenya Hara, the amazing designer, with Hara Design Institute (HDI) today.
Source: Tsutaya Shoten.
In 1983, Tsutaya Shoten bookstore debuted in Hirakata, Osaka as a shop offering lifestyle ideas through books, films and music. Tsutaya Shoten opened in Tokyo’s Daikanyama in 2011 as an attempt to create a new market by reconnecting with their original customers, the postwar baby boom generation.
/ VI system: kanji and dots
The Daikanyama Tsutaya Shoten (bookstore) project is symbolized by the logo renovation. HDI replaced the Roman letters with the Chinese characters (kanji) for Tsutaya Shoten:蔦屋書店. The logotype is concise and easy to read. They developed the VI system by separating the logo into an arrangement of dots.
/ Sign system: translucent structures
By stamping sheet metal, HDI fashioned extremely thin, semi-translucent signage. Large letters are placed where they can be easily read. This light, permeable sign allows for visible verification from both sides.
/ Advertising: adult principles
The first ad featured an image of a person reading a book, focusing on the dignity of adults who live a principled life. The copy says, “Welcome back to books”.
/ Architectural novelty
These novelty goods are based on the vocabulary of an architectural facade. The unevenness of the white “T” of “Tsutaya” was the consistent element.
/ Takeo City Library
The Takeo City Library is under the direct management of the Culture Convenience Club that runs Tsutaya Shoten. The identification system is consistent with Tsutaya Shoten’s ethos.