Product / ServiceCREATIVE AGENCY
CategoryA01. Corporate Identity Schemes
EntrantMORI Tokyo, JAPAN
Entrant Company MORI Tokyo, JAPAN
Advertising Agency MORI Tokyo, JAPAN
Advertising Agency 2 DENTSU Tokyo, JAPAN

Brief Explanation

We wanted to create a visual identity that represents the name "Mori" in a very simple and effective way. As Mori Inc. is a small agency, the budget (for making stationaries etc. ) was limited and therefore a smart idea was required to communicate the agency’s creativity. Our challenge was a small budget.  

The Brief

The brief was to develop a visual identity for Mori Inc. 

How the final design was conceived

“Mori” means a forest or wood in Japanese. Keeping in mind the endless woody forests, we developed a logo that can be extended to infinity depending on the placement of the logo. It has an infinite width. Simple but powerful. 

Indication of how successful the outcome was in the market

Utilizing the logo system that has an infinite width, we created a custom made tape. The tape was printed with company address and contact information, turning any ordinary commercially available envelope or a paper bag into Mori Inc.’s – a unique and economical solution.


Name Company Position
Shinya Tamura Dentsu Ondemand Graphic Inc. Printing Director
Taiji Kimura Designer
Haruko Tsutsui Dentsu Inc. Copy Writer
Yoshihiro Yagi Dentsu Inc. Art Director
Morihiro Harano Mori Inc. Creative Director