Research
I started this project by getting inspired! Tokyo is a global metropolis teeming with activity, so it was a somewhat intimidating yet exciting task. I set out to visually capture the essence of Tokyo in a way that would resonate with a younger demographic. I explored a wide range of materials to understand the historical and cultural context by immersing myself in imagery of Tokyo, studying Japanese typefaces, and analyzing existing logos to assess the competitive landscape.
I was drawn to Japanese patterns, traditional hanko stamps, woodblock prints, neon signs, Japanese writing systems, and the city's maze-like subways and streets. I made notes on history, landscape, food culture, and important landmarks or events that make Tokyo unique, which helped me pinpoint ideas that I wanted to expand on.
Generating Ideas
I sketch a lot. This is one of the most important parts of my process working on any project. After digging into some mind maps and word lists to help tease out repeating themes, I pulled any and all ideas out of my head with pen and paper. Then I let things percolate for a bit before distilling my ideas down to three main concepts.
Logo Option 1 | Lettermark Evolution
The lettermark was inspired by a traditional wave pattern, a popular motif seen throughout Japan that pays homage to the ocean surrounding the archipelago. The repeating waves bring to mind a sense of movement and play while highlighting cultural heritage and tradition. Pairing the mark with a rounded, sans-serif font introduces modern sensibilities with a playful touch.
Looking for ways to incorporate shape and pattern as the defining structure of the letterform
option #1 final design
Logo Option 2 | Wordmark Evolution
Sometimes the idea you think is going to work just doesn't, but if you roll with the punches it may lead you somewhere even better. Initially I was working on creating a logo suggestive of Tokyo's existing emblem, the ginkgo leaf, with Japanese woodblock printing (mokuhanga) as my primary inspiration. But I discovered I could create a much more powerful and distinctive logo by focusing on fully customizing the type instead. In order to more authentically represent the woodcut aesthetic I used wood type and kanji as references and got to work on my own hand-carved relief print, my first time ever attempting it! The resulting logo's bold strokes hearken back to the natural imperfections of a woodblock print and conjure a nostalgia for traditional craftsmanship with a charming, contemporary twist.
Thinking about block printing aesthetics and how Japanese script is constructed
Switched gears here, collecting other ideas from my sketches and considered alternative ways of playing with the type
Rolling up my sleeves and getting hands-on with relief printing
option #2 final design
Logo Option 3 | Combination Mark Evolution
This last option brought together all the themes I had been exploring so far—movement, play, connection, tradition, modernity—and elevated them into one distinctive symbol. My primary inspirations were hanko stamps and Tokyo's complex subway network. My goal was to create something unique for Tokyo by referencing a hanko's visual language. I abstracted the Roman letters in "Tokyo" into an engaging maze-like construction. The final logo fuses a vintage-modern aesthetic, referencing kanji, hanko, cherry blossoms and tech all contained in the twists and turns of the Tokyo metropolis.
early concept sketch of subway maps spelling out "Tokyo" had a big impact on logo development and brand identity as a whole
last look at font pairings (switched from retro-modern grotesque to the rounded typeface already used by the lettermark) and reexamined the outer shape to add more visual interest
final logo design
