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Yugeisha’s vision is centered on “creating lasting products” and pursuing superior craftsmanship in an age of rapidly consumed content. Our rebranding efforts focused on fundamentally revising the brand to convey a humble yet elegant attitude that reflects “respect for the authors,” while preserving the classical feel of print media with a modern twist. We also considered the brand's potential expansion into physical products, such as book covers, in our design process.
The name Yugeisha is inspired by a passage from Confucius’ *Analects*, “游於藝 (Gei ni Asobu),” which means “to enjoy knowledge freely.” Reflecting Yugeisha’s emphasis on “respect for the authors” and this origin, we conceived the idea of using “traces of a brush” as a central motif. These brushstrokes, representing the creative process, evoke a sense of artistic reverence. By framing the brushstrokes as a symbol, we visually expressed our respect for the authors.
The overlapping brushstrokes, reminiscent of ripples on water, symbolize the collective thoughts of the creators. This symbol represents the collaborative effort of a united creative team.
シンボルの比率は、日本人が美しいと感じる白銀比を採用しています。またロゴタイプは、社名との親和性も踏まえて游明朝体を選びました。平体をかけることで、安定感としなやかな力強さを表現しています。加えて、ローマ字はゆとりのある文字間に調整し、落ち着いた気品を狙いました。
ロゴのバリエーションは様々な媒体への展開を視野に入れ、複数のレイアウトとカラーのパターンを用意しました。
We developed multiple layouts and color variations for the logo, ensuring their versatility across various media. We also provided visual representations to demonstrate how these variations would be applied.
Echoing the visual identity, the corporate website was designed around the concept of “brushstrokes framed like a painting.” The motion of brushstrokes as they are drawn clearly communicates the story behind the symbol, while the flowing typography imparts a sense of dignity and assurance. Scrolling and hover interactions were carefully crafted to create a natural and pleasant flow.
Using keywords gathered during our discussions, we crafted a statement that serves as the foundation of the brand’s image. Drawing inspiration from the sound of the company name and its origin in “游於藝,” we explored multiple directions, focusing on phrases with a flowing nuance.
We also proposed new mission and vision statements, refining them to better align with the brand’s personality and values.
