Kawaii
Logos
A new business that conducts a guiding service for inbound tourists to Tokyo with the keyword “kawaii” as their concept. I wondered why the word kawaii is so popular and used around the world, so I did research thoroughly before I started the design.
Kawaii has its origins in “kawaiso” (sorry) and “kanashii” (sad). It originally expressed a sort of sympathy and compassion for the state of being novice, immature, or incomplete. From there, it evolved into the idea of accepting and loving the immature state as it is. Thus this became established as the fundamental concept of kawaii. Kawaii is often translated as “cute”. But in comparison to its etymology, it has the opposite meaning to the English word, cute. Interestingly, the slang, “kimo kawaii” (kimo, meaning ugly or yucky), which has come to be used in recent years, logically matches the etymology and it can be said that the sense of wording of youth today can be spontaneously based on the origins. In western countries, which value maturity and independence, kawaii works uniquely as a word affirming immaturity and supporting a diverse, independent, and free way of life. The world resonates with the essential value of “accepting things as they are” with the use of kawaii.
To launch Kawaii as a business to the world, we sought a new and open expression for the logo by avoiding a stereotypical tone and a conventional clear and easy-to-understand motif. This logo is rather incomplete and changes its shape freely. It represents the beginning of something positive or the present that continues to move. Its looseness depicts the sense that something new is emerging. This is precisely the message: to cherish a wide variety… diversity. And the female figure, which is: to value your own standard. Both are in contrast to the conventional social standards. This logo is the very concept of kawaii, that of stepping out into the world.
Client: Blue Impact Co., Ltd.
Art Direction: Shunpei Yokoyama Design Office
