2012 TOKYO ANNUAL MEETINGS OF THE IMF AND WORLD BANK GROUP

Gold Spike
Title2012 TOKYO ANNUAL MEETINGS OF THE IMF AND WORLD BANK GROUP
ClientMINISTERY OF FINANCE
Product / ServiceANNUAL MEETINGS OF THE IMF AND WORLD BANK GROUP
CategoryA01. Corporate Identity Schemes
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Brief Explanation

・While the world economy is flagging, our goal was to lead countries with opposite opinions to reconciliation. ・To visualize this goal we created a font by redesigning Japanese traditional “Origata” in a modern fashion. Through this font, we visually wrapped the meetings with the idea of leading the opposites to reconciliation and forming stronger bonds.  ・We created a font system that will operate the design of the international meetings which often has a tendency to become complicated.

The Brief

Our mission given from the Japanese government was to demonstrate to the world Japan’s ability to smoothly operate the world’s largest international meetings with over 10,000 participants from 188 countries. At the same time use these meetings as an occasion to raise Japan’s reputation by showing the participants and the world the country’s unique spirit, advantages and steps to recovery from the disaster.

How the final design was conceived

This font system is created by redesigning Japanese traditional method to fold paper called “Origata” in a modern way. “Origata” is the origin of Origami, which represents the idea of leading opposites to reconciliation and forming stronger bonds. We designed the annual meetings with this font system, in which a Japanese spirit of solidarity is present, wishing that in these times of complicated world economy, all the participating nations would come together despite of their different points of views.

Indication of how successful the outcome was in the market

・We succeeded to create participant-friendly meetings where all designs were standardized using the font system that highlights Japanese traditions. ・We were able to let participants experience Japanese technology, culture, spirit, and hospitality in every aspect of the meetings, at the same time letting them discover new Japanese attractions through a standardized image. As a result, the annual meetings were covered by media from 188 countries and over 2000 Japanese newspapers. We were successful to show Japan’s presence.

Credits

Name Company Position
Mizuki Abe J.c.spark Designer
Hiroyuki Takahashi J.c.spark Designer
Nobuhiro Yamaguchi Yamaguchi Design Institute Designer/Typographer
Kohei Ohtsuki J.c.spark Designer
Kentakebayashi Dentsu Inc. Web Planner
Takefumi Fuchiwaki Dentsu Tec Inc. Planner
Tatsuhiro Ariga Dentsu Inc. Planner
Ken Namikawa Dentsu Inc. Planner
Dan Ushikubo Dentsu Inc. Planner
Nobuyasu Yamada Dentsu Inc. Planner
Tatsuya Shirasu Dentsu Inc. Planner
Masami Oshio Dentsu Inc. Agency Producer
Masaru Seo Dentsu Inc. Art Director
Tetsuya Tsukamoto Dentsu Inc. Art Director
Shinya Uchida Dentsu Inc. Copywriter
Nadya Kirillova Dentsu Inc. Copywriter
Toru Oyama Dentsu Inc. Copywriter
Taro Koshizawa Dentsu Inc. Creative Director/Copywriter
Yoichi Komatsu Dentsu Inc. Creative Director
Hidetoshi Kuranari Dentsu Inc. Creative Director
Takaharu Hatori TYO Inc. Monster Divition Production Producer
Hiromi Hakuta TYO Inc. Monster Division Production Manager
Genki Ito Freelance Film Director