2023 June 30



KOYORI’s brand identity including the logo, was formed under the watchful eye of the iconic British product and furniture designer, Jasper Morrison, in the role of Art Directing Advisor also co-designed by graphic designer Sebastian Fehr.
As a new brand, it was no doubt that executive director Koda was willing to appoint one of the most trusted designers for the logo design. He has been feeling a great sympathy for Jasper’s perceptions and the aesthetics of lines such as the combination of curves and straight lines that he has been creating over his career. In addition, having lived in Japan for quite a long time, Koda believed that Jasper had a strong affinity to Japan. Being a brand that aims to embody the true Japanese Aesthetics, it was a significant aspect.

KOYORI’s brand name was named after a Japanese word which stands for 'twisted paper cords' and is the main material of Mizuhiki, the durable and decorative paper strings traditionally used in Japan for wrapping gifts, especially on festive and ceremonial occasions. Based on the brand name and the concept, Jasper and Sebastian started the logo design process by individually gathering ideas and sketches, which followed multiple online talks and emails.
“The creation of the KOYORI logo was a very good and focused exchange of ideas between Jasper and me over a few weeks of time span. Luckily, both our inputs went along well, and the result was not a compromise but a synergy that elevated both our individual approaches,” says Sebastian Fehr.

Correspondingly, the identity of the logo became quite open to interpretation: Paper strings, folded paper, wooden fiber, and the idea of the alliance. This is why the logo can transform itself to many visual identities evoking the viewers’ thoughts: hint of a Mizuhiki knot, serenity of a stone garden, and more.

To be continued.

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