Construct Shizuoka as a sacred place for physical expression.


Shizuoka city is a government-designated city, with a population of approximately 700,000 people. It is Japan's leading local city known to have one of the best weathers year-round, as well as the most popular base for having a home.

Tourists visiting Japan often pass by without stopping at Shizuoka, when heading for Kyoto and Osaka from Tokyo, especially on the bullet train. Although the prefecture has the same size as Hamamatsu city, there was a side of Shizuoka's hidden uniqueness. "ON STAGE SHIZUOKA" is an annual performance art festival organized by Shizuoka-based SPAC (Shizuoka Performing Arts Center). We were appointed as the branding director of the project ("Machi Wa Gekijyou" in Japanese), advocated as one of the five significant initiatives of Shizuoka city. We questioned what kind of branding was needed to nurture and raise its civic pride. To promote Shizuoka city with its potential to become a sacred place for performing arts worldwide, we started with projects "DAIDOGEI WORLD CUP IN SHIZUOKA" and "WORLD THEATRE FESTIVAL SHIZUOKA. We questioned what kind of branding was needed to nurture and raise its civic pride.



A citizen's symbol, entering various corners of the city.


To present to the world the "ON STAGE SHIZUOKA" concept, we advocated the idea of "Shizuoka city as a place of numerous activities for the people." The logo gives an impression of a lively stage. The symbol is designed to look as if Mt. Fuji was floating in the ocean. At the same time, they are displaying the impression of peeling "corners" of the city, as if revealing something new. This symbol is designed to efficiently utilize them in posters and other materials for the event. We aimed to emphasize the message that citizens were the leading roles of the stage, encouraging throughout the city that every person was a part of "ON STAGE SHIZUOKA." We hope that these activities will spread, entering into the various "corners" of the city, adopted on posters, flags and banners, all over the city.

「静岡市はたくさんの人の活躍の場でありたい」という理念を掲げる「まちは劇場」構想を世界に向けて発信していくために、「ON STAGE SHIZUOKA」という英語のプロジェクト名を設定。さまざまな街角に入り込み、賑わいのある舞台にしていくための旗印として、(街)角を一皮剥くと、海に浮かぶ富士山の形が現れるシンボルマークをデザインしました。このマークは、イベントのポスターや資料などさまざまな印刷物の片隅に展開しやすいように設計されており、「主役として舞台に立つのはあくまでも市民である」というメッセージを伝えながら、一人ひとりがON STAGE SHIZUOKAの一員であるという意識の共有を促します。印刷物に限らず、このマークが向かいのホーム、路地裏の窓、商店街のシャッターなどあらゆる街の「角」に入り込み、市民の活躍の舞台がまちに広がっていくことが私たちの望みです。

Created a world-class cultural city, through citizenship activities.

We proposed various measures for the Mayor under the new concept of ON STAGE SHIZUOKA. As we worked on branding “WORLD THEATRE FESTIVAL SHIZUOKA,” we also focused on exposing to the large-scale world events that symbolize the concept, which has increased the number of people coming to visit. We continue raising of Shizuoka city and its’ people, establishing strong positions as a cultural city (similar to Edinburgh), attracting people from all over the world as a town of performing arts.

ON STAGE SHIZUOKAの旗印のもと、新たにスタートを切った「まちは劇場」構想において、私たちは市長のブレーン役として、さまざまな施策の提案を行っています。その一環として、世界最先端のパフォーミングアーツが集う「ふじのくにせかい演劇祭」のブランディングを手がけるなど、「まちは劇場」構想を象徴する大規模イベントの世界に向けた発信にも力を注いでいます。これらの取り組みを通して、「まちは劇場」構想は徐々に共感者を増やしており、今後も市民の活躍の場を創出していくとともに、パフォーミングアーツの街として世界中から人々を惹きつけている英・エディンバラのような文化都市としてのポジションを確立していきたいと考えています。

Shizuoka, Japan
Art Direction
NOSIGNER (Eisuke Tachikawa)
Graphic Design
NOSIGNER (Eisuke Tachikawa, Tomoro Hanzawa, Ryota Mizusako)
Motion Graphics
NOSIGNER (Jin Nagao)

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