OUGD505 - Studio Brief 2 - Monozukuri

Joe Leadbeater

01 / 09

Monozukuri

OUGD505

Background The word monozukuri can be compared to the English word craftsmanship. However, in craftsmanship, the emphasis is on the man and his skills. Monozukuri emphasizes “mono,” the thing that is made, and “zukuri,” the act of making. The person doing the making is deemphasized, and skills are only implied.

Monozukuri also relates to the Japanese Shinto religion, which celebrates an appreciation and reverence for things animate and inanimate.

Studio Brief 2

Final Boards

Joe Leadbeater

OUGD505

Studio Brief 2

Final Boards

1.

2.

02 / 09

Monozukuri

Concept Monozukuri is all about well considered construction and manufacturing process. The logo could over go the same treatment as the process of monozukuri in product design. It can be stripped down to it’s basics, and reconstructed in a more considered, refined form.

Two logotypes were used, deconstructed and reproduced, one being in Japanese (the word making), and the other being in the Roman / Latin Alphabet, which we use in the west.

The Japanese logotype was given a more structured aesthetic, relating to the high quality and durable finish of monozukuri products.

The final logotype has a modified title, a piece of the Japanese logotype, the shape mimicking a Japanese roof. It has also been kerned to increase readability.

Joe Leadbeater

03 / 09

Monozukuri

OUGD505

Studio Brief 2

Final Boards

Letterhead

Business Cards

The letterhead was designed with a mimimal design, reflecting a similar thought process behind monozukuri, stripping something down to it’s basic form, and reconstructing. This can also be seen by the deconstructed letterforms, dotted around the page.

Meishi (business cards) are essential in Japan. The person of lower status or younger person usually presents his/her mesihi first. When the card is extended, it should be turned so the other person can read it as he/she accepts it. It is considered impolite to use a damaged card.

The business cards were designed to reflect this honour and pride of the business card.

A substantial 540gsm undyed stock was chosen , reflecting the love of raw material in monozukuri. A large border allows the user to present their Meishi without hiding any information (the above photo shows the correct way of presenting Meishi.

They were also designed at Meishi sizing (91mm x 55mm).

Joe Leadbeater

04 / 09

Monozukuri

OUGD505

Posters 4 different posters were designed to work at a variety of scales. They would be used at A1 or A0 for London Underground posters, but sold in the design shop at a scale of A2. The posters would also be packaged in one of two postal tubes.

Each poster uses a different colour and image, but the same layout and type. The choice of colours are muted, reflecting Japanese tradition and culture.

The same deconstructed shapes can be seen as seen on the letterhead.

Studio Brief 2

Final Boards

Joe Leadbeater

05 / 09

Monozukuri

OUGD505

Studio Brief 2

Final Boards

Tickets

Plastic Bag

The tickets were printed on a similar stock to the business cards, delievered on a roll with perforated edges, for ease of use. They also use the deconstructed logotype.

The design for this was kept minimal, and simply promoted the exhibition.

Postcards As some of my audience could be tourists, it was important for them to promote the event through the use of postcards. These were designed at the Japanese sizing of JIS B7 (91mm x 128mm).

Joe Leadbeater

06 / 09

Monozukuri

OUGD505

Exhibition Publication This publication highlighted the 6 main designers that would have a variety of featured work, and also designers with single contributions, mentioned at the back.

The cover was printed on canvas, whilst the inside printed on an off white sugar paper. Both of these have been used to give the publication a tactile quality, and emphasizes the use of natural materials.

Studio Brief 2

Final Boards

Joe Leadbeater

07 / 09

Monozukuri

OUGD505

Sketchbooks The Japanese take great pride in paper and craftsmanship involving paper. These sketchbooks (sized at A5 & A6) were designed to honour paper and it’s use. Each book was edge painted, whilst one of them was made entirely black. Vinyl cutouts of the Japanese logotype were applied around the spine.

Studio Brief 2

Final Boards

Joe Leadbeater

OUGD505

Studio Brief 2

SHOP ショップ

CLOAKROOM 預かり所

RESTAURANT 料亭

TOILETS 化粧室

08 / 09

Monozukuri

Iconography Sticking to the concept of construction and deconstruction, the iconography was composed of the Japanese word for ‘making’.

Final Boards

Joe Leadbeater

09 / 09

Monozukuri

OUGD505

Iconography Sticking to the concept of construction and deconstruction, the iconography was composed of the Japanese word for ‘making’.

Studio Brief 2

Final Boards