The Daikanyama Tsutaya Shoten (bookstore) project is symbolized by the logo renovation. We replaced the Roman letters with the Chinese characters (kanji) for Tsutaya Shoten:蔦屋書店. The logotype is concise and easy to read. We developed the VI system by separating the logo into an arrangement of dots.
By stamping sheet metal, we 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.
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".
These novelty goods are based on the vocabulary of an architectural facade. The unevenness of the white “T” of “Tsutaya” was the consistent element.
