Tsutaya Shoten (Bookstore)
The Tsutaya Shoten that debuted in Hirakata, Osaka, in 1983, announced itself as a shop offering lifestyle proposals via books, films and music. The Tsutaya Shoten that opened in Tokyo's Daikanyama in 2011 once again faces the generation that frequented its first shop, a generation that has now reached what is called "premium age" (the baby boomers, thought to be blessed with wisdom, ingenuity, time and money), and attempts to design a new way of marketing.
The Daikanyama's Tsutaya project is symbolized by the renovation of the logotype, turning the Roman-lettered TUTAYA to the Chinese characters, or kanji for Tsutaya Shoten: 蔦屋書店. The new logotype is easy to read and straightforwardly expresses the beauty of kanji.
By stamping sheet metal, we devised extremely thin, partially translucent signage. Large letters are placed where they can be easily read. This thin, light permeable sign is clearly visible from both front and back.
3.Principles of Adults
The first ad featured an image of a person reading a book, focusing on the dignity of adults who live a principled life. The ad copy, "Welcome back to books", was respectful and courteous, intended for book lovers.
VI System, Sign System, Applications
AD: Kenya Hara
D: Kenya Hara, Kaoru Matsuno, Misawa Haruka, Naoko Sasaki
C: Ryo Hasumi
Pr: Nao Uchida
Web Design: Hiroyuki Saito
AD: Kenya Hara
D: Kenya Hara, Kaoru Matsuno
Ph: Yoshihiko Ueda
C: Munenori Harada