First, we realized the need for a brand to symbolize the city’s innovation policy. So, we proposed the word “YOXO=Yokohama Cross Over” to represent Innovation City Yokohama’s theme of taking on the world through mutual cooperation across various sectors and among people of all social statuses and as a brand that consolidates all of Yokohama city’s initiatives towards innovation. This name is also overlaid with our message of gratitude and praise for the innovations from challengers of this town who came before us, as we often say in Japanese, “Yokuzo! (Yoku yatte kureta)”, meaning “Good job! You got it done.”
We also came up with this name with the hope that it will be widely recognized and loved as a representation of Yokohama, like how the abbreviation “NYC” is for New York City.

To reinforce this branding, we developed the font “YOXO SANS” based on the geometric Sans Serif font that has an innovative touch.  We created the core designs for visual communication and spaces.
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With NOSIGNER’s Tachikawa as a facilitator, workshops participated by business owners and stakeholders in the city were held several times to draft the “YOXO X-VISION”.
Using the slogan “We can invent hope for the future” to guide our ultimate goal of becoming a city of innovation, we put together a vision of creating a sustainable city through the crossover of multiple industries. The “YOXO X-VISION” born out of this activity has 3 pillars, namely “City of Futuristic Experiences”, “City that Supports Innovators”, and “Industrial Crossover City”, upon which a total of 10 specific initiatives linked to those goals are set.

In 2021, the “Organization for Futuristic Yokohama” will be newly established to connect people working within and outside Yokohama and to support the players that are taking on new challenges. We were deeply involved in the organization’s naming and forming of a vision statement, and continue to be involved in its policies.

YOXO College was established as an online platform for nurturing innovators in collaboration with four universities as well as businesses and government agencies in Yokohama as part of efforts to implement the “Yokohama City Campus Initiative,” a plan set forth under YOXO X-VISION. Our company was tasked with the comprehensive branding of this collective, including its naming and the design of its logo and website.


In designing the logo, we focused on the geometric string of “YOXO大” (YOXO College) and created a point-symmetrical design centered on the “X.” In our design, the horizontal stroke of the character “大” terminates in a triangular ornament (known as “uroko”) unique to the Mincho font family, which serves to create the impression of a forward-pointing arrow and the image of a person holding out their hand. Finally, we also designed a shield-shaped symbol that is reminiscent of a school badge and an appropriate motion to evoke a recognition of the institution as a forum for learning.

We directed the interior design and signage design for “YOXO BOX”, a facility set up within the Kannai area as a hub for supporting the growth of new business ventures, one of the specific initiatives taken towards realizing the vision. With the concept of being a sandbox (proving grounds) for inspiring innovation through various crossovers, the walls and glass windows of the facility are positioned in such a way to form the alphabets that make up the facility’s name. We aim to make this space a hub that leads the charge in Yokohama’s pursuit of innovation by holding various events and community workshops throughout the year.

At the request of Mr. Takumi Hayashi, Deputy Mayor of Yokohama at the time of the start of YOXO and co-creator of the project, we designed a capsule toy for Pacifico Yokohama, where Mr. Hayashi is currently serving as President. The facilities of Pacifico Yokohama, located on the waterfront of Minato Mirai 21, are reproduced in a 1/2500 scale capsule toy with meticulous attention to detail. As the name “Capsule City Planning” implies, the goal is to have fun while fostering an attachment to Yokohama through a line of products that can be assembled like a puzzle to recreate the city of Minatomirai.
(Translated with DeepL.com)