RADIANT LIGHT

TitleRADIANT LIGHT
BrandDENTSU ADVERTISING AWARDS SELECTION COUNCIL
Product / ServiceDENTSU ADVERTISING AWARDS
CategoryA02. Rebrand / Refresh of an Existing Brand
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production WORK UP TAKI Tokyo, JAPAN
Production 2 TYO DRIVE Tokyo, JAPAN
Production 3 NISSHO Tokyo, JAPAN

Credits

Name Company Position
Yoshihiro Yagi DENTSU INC. Creative Director
Haruko Tsutsui Freelance Copywriter
Kimiko Sekido DENTSU INC. Art Director
Satomi Takeda DENTSU INC. Copywriter
Hitomi Misumi DENTSU INC. Designer
Kazuya Goto WORK UP TAKI CO. Designer
Ryota Takada WORK UP TAKI CO. Designer
Satoshi Murai Freelance Director
Satoshi Murai Freelance Music
Masato Goto TYO SPARK Director
Satoshi Yoshitake Freelance Music
Yuta Harasawa TYO drive INC. Film Producer
Kanae Harada TYO drive INC. Film Production Manager
Noriaki Tosaki NISSHO CO. Printing Producer

The Campaign

The Dentsu Advertising Awards are Japan's oldest advertising awards, and were established to honor clients who achieve one of advertising's most fundamental missions—to shine a unique light on the company and its brand, and warm the hearts of people worldwide. In this context, we sought to create a logo and visual identity system that express the many ways this radiant light illuminates the world.

Creative Execution

Light is a form of radiant energy that enables us to see the world around us. Working from this insight, our design seeks to express the many ways that advertising can reveal the values and principles that guide a company's actions, using a color palette that also evokes a sense of warmth and shared humanity.

Indication of how successful the outcome was in the market

The logo and visual identity system were introduced on the occasion of the 70th Anniversary Dentsu Advertising Awards ceremony held on 3 July 2017, and were featured on promotional posters and movies, award trophies and certificates, and envelopes and other stationery. Posters and other materials were displayed at the awards venue and award secretariat office, as well as at Dentsu Inc. branches and offices. The 70th Anniversary Dentsu Advertising Awards attracted 1422 entries from some 450 companies and organizations.