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TOKYO 2020 Look of the Games
Agency DENTSU INC. / Tokyo + 6kai / Tokyo + TAKI Corporation / Tokyo + Hiromura Design Office / Tokyo
Category
Branding / Identity System
Annual ID
OS22_DE057M
About the Work
For the Olympic and Paralympic Games, the host city is required to have a "Look of the Games", which is the key design that functions as the visual identity throughout the Games.
The "Look of the Games" should reflect and express the characteristics, culture, and history of the host city/country.
With a representation of Japanese culture and traditions in mind, the development of the Tokyo 2020 Look of the Games was inspired by a Japanese colour scheme based on overlapping fabric layers. Known as "Kasane no irome", this design arrangement has been present in traditional Japanese attire, particularly on the juni-hitoe (a twelve-layered ceremonial kimono).
This key design was then combined with the traditional and contemporary art of Japan and Tokyo, as well as manga (Japanese comic books), also a form of contemporary culture, to create a variety of graphics for varying locations. This design system had not been seen in the "Look of the Games" within any of the previous Games, and is one of the distinguishing features of the Tokyo 2020 Look of the Games. With the cooperation of some of Japan's renowned contemporary painters, manga artists, and great works of art from the past, we were able to overcome hurdles regarding intellectual property rights and realize many collaborations.
At the Tokyo 2020 Games, which unfortunately were held without spectators and their cheers at almost all the venues due to the Covid-19 issues, Japanese onomatopoeia popularized in the manga comics were used. The stylized Japanese text was designed to visually simulate the noises of the crowds and helped to inspire the athletes in venues and arouse the excitement of viewers on TV and social media.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Inc. / Tokyo
Production Company
6kai / Tokyo
TAKI CORPORATION / Tokyo
Hiromura Design Office / Tokyo
CEKAI / Tokyo
TYO MONSTER / Tokyo
Creative Director
Masayoshi Kubo
Takeru Kawai
Shunichi Sato
Designer
Yusuke Imai
Toshikazu Minatomura
Masaya Dozaiku
Naoyuki Matagawa
Masaaki Hiromura
Ayako Sumiya
Makoto Kokubu
Kazuhiko Tarumi
Masato Niimi
Ai Shimamine
Kyoko Aoyama
Yuki Tsurumi
Kotaro Yoneyama
Arisa Keida
Daiki Kimura
Natsumi Kajimura
Ayaka Katsumori
Kanae Shirakashi
Masami Odawara
Masako Saeki
Hisashi Chaki
Kotaro Kaida
Executive Creative Director
Koichi Sawada
Motion Designer
Kota Iguchi
Producer
Taro Mikami
Takaharu Hatori
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