Japan
Society
Japan Society is an organization that connects Japanese arts, culture, business, and society with audiences in New York and around the world. The organization is built around the Japanese concept of kizuna (絆) — forging deep connections to bind people together.
In over 100 years of work, Japan Society’s brand was identified more for its history rather than its current offerings and future possibilities. With a new CEO at the helm, the popularity of Japanese culture surging across the U.S and the 2021 Olympics further increasing interest, Japan Society wanted a new brand that reflects its incredible reputation and create a vision for the future. To break through in the constantly changing cultural, educational, and business arenas in the U.S. and New York City, the Japan Society needed to be laser focused to create a relevant, coherent and consistent message.
The “JS” monogram is created via overlapping, interconnected lines and shapes, reinforcing the idea that Japan Society acts as a platform that connects across, cultures, people, and time.
The brand system that was created is dynamic and flexible to meet any communication need – from programs to letters to social media. The brand shapes, derived from the logo mark were used as a foundation to be overlapped, scaled and rotated to keep the composition looking fresh.
