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2022 One Show - Design

TOKYO 2020 Look of the Games

Agency DENTSU INC. / Tokyo + 6kai / Tokyo + TAKI Corporation / Tokyo + Hiromura Design Office / Tokyo

Client The Tokyo Organising committee of the Olympic and Paralympic Games

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


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