The Challenge of Characters, the Intrigue of Characters

Characters can be a major weapon in approaching manufacturing, communications or branding. Kanji characters, Hiragana syllabary, Katakana syllabary, numeric characters, the Roman alphabet -- it is that special characteristic of Japan in using many different kinds of character which enormously increases the possibilities of design using characters. Conversely, the brand which does not make use of characters is losing out.

However, it’s not a simple matter of using Kanji or Hiragana characters because something has a Japanese flavor to it, or decorative characters to show off a luxury brand. If the design of characters does not include both an elaborate strategic plan and a challenge to create a new value, it won’t attract customers and will have difficulties surviving stiff competition. We investigated the leading edge of character design, from the renewal of fading brands and the development of new business sectors, and designers’ own challenges to manufacturing.

(Kazuya Shimokawa, Kenichiro Ota, Ikuno Ito)

Part 1 Strategy

Ameya Eitaro (Candy Shop Eitaro)

Patisserie Kihachi

Ehime Sake “E”

enn (Kitchenware and tableware brand)

The National Art Center

Shincho paperback

Part 2 Challenge

Shin Nihon Gunte

Toypography

Chocolate Potato, Chocolate Natto

Meiwa Denki

Part 3 Tidal Current

“Third Beers” (beer flavored alcoholic beverages)

Station Clocks, Park Clocks

SPECIAL FEATURE 2

This is the Time for Typographical Printing!

Design Ventures

The Challenge of a Design Venture - From a remote country town to the world vol. 4

Monacca wood products

Umaji Village, Kochi Prefecture