Establish Shizuoka as a world-class theater city.
WORLD THEATRE FESTIVAL SHIZUOKA is an annual performance art festival organized by Shizuoka-based SPAC (Shizuoka Performing Arts Center). In celebrating their 20th anniversary in 2019, we were asked to be in charge of rebranding, as well as creating a new logo as part of the process. Up until now, WORLD THEATRE FESTIVAL SHIZUOKA was a rare and exciting opportunity for the world's most advanced theater, dance, video, and music performers to gather together. However, this was not well communicated out into the world. Although many professionals gathered to Shizuoka city, even the locals were unfortunately not informed enough to understand the situation.
Also, theatre is one of the most primitive arts in human history, where its "land-like" and "human-like" attributes are a necessary point in visualizing the essential attractions of the theatre. We, therefore, questioned what kind of design best presents this festival to the world.
Hack the city with a "mask"—the universal language of performance.
We created a key visual of the "mask," to symbolize the unique relationship between the theatre and the people. Under the mask ripped like paper are performers of various nationalities and backgrounds, bringing to light their inner selves, expressing the essence of theatre art.
As we designed the logo, we named this event "World Theatre Festival Shizuoka," as opposed to only using「ふじのくに⇄演劇祭」(Fujinokuni⇄Sekai Engekisai) that can only be understood by Japanese readers. The humanoid pattern on the left of the logo is made up of three icons: the Earth (WORLD), Flag (FESTIVAL), and Mt. Fuji (SHIZUOKA). This identity represents elements that symbolize this festival. By applying such visual developmental rules, it made it possible to develop branding flexibly on various media platforms. It can develop into multiple places and utilized throughout the city for local familiarity, and to mark that the festival has once again arrived this year.
WORLD THEATRE FESTIVAL SHIZUOKA
NOSIGNER (Eisuke Tachikawa)
NOSIGNER (Eisuke Tachikawa, Tomoro Hanzawa, Ryota Mizusako)
NOSIGNER (Jin Nagao)
ON STAGE SHIZUOKA