In this issue, we would like to introduce you to one of the representatives of the Japanese design industry, Kashiwa Sato.
Author of the book "Sato Kashi and の超線計計��
Kashiwa Sato graduated from Tama Art University with a degree in graphic design, and joined Hakuhodo, a major advertising agency, in 1989. As an art director, he was involved in corporate advertising campaigns for about 11 years and was responsible for the production of large-scale advertisements. But during this time, Sato felt the change in the environment strongly.
Until around 1997, large-scale advertising was thought to have a direct impact on consumers. At that time, the feeling was that "advertising works", and everything that advertising does can be directly translated into results. However, from the late 90s, with the advent of the Internet and the spread of mobile phones, the means of communication became diversified, and Sato began to realize that "mass advertising could not solve some problems".
Is there any other way to disseminate information than large-scale advertising? This way of thinking led Sato to focus on "design". The object of design is not only advertising, but also product packaging, company name and logo, store and event space.
Sometimes, changing the packaging design may be more effective than advertising to convey the message you want to convey.
However, at the time, advertising agencies did not consider it realistic to engage in such work. Therefore, Sato decided to leave Hakuhodo, and in 2000 he founded the company "Samurai".
SAMURAI INC. TOKYO
"Since then, our mission has been to provide new perspectives to society through the power of design, and we have taken on many projects for businesses and organizations. The core keyword that I laid down was "icon". We build communication through icons and iconic ways of thinking. “
——Kashiwa Sato
First of all, the basis of the icon is the logo. So far, Kashiwa Sato has designed logos for many well-known brands, including UNIQLO, 7-Eleven Premium, Rakuten, and many more.
In 2006, starting with the opening of its flagship store in New York, UNIQLO embarked on a global expansion plan. As a Japanese brand that is characterized by providing high-quality products and selling them at low prices, it is expressed in the concept of "aesthetic ultra-rationality".
From the use of both katakana and Owen's logo design, to the development of corporate fonts, to the design of flagship stores around the world in collaboration with domestic and foreign creators, product planning, and promotion strategies, UNIQLO has gradually advanced to the level of a global brand through all-round guidance directly related to management, and with the design support of Sato and his team.
In addition to the logo design of the brand icon, Kashikazu Sato is also involved in the creative direction and design of the logo that integrates the logo with the building, space, environment, and merchandise.
In the spring of 2021, Kashiwa Sato held the "Kashiwa Sato Exhibition" at the National Art Center, Tokyo Museum, which attracted more than 150,000 visitors despite its early closure due to the COVID-19 pandemic.
The exhibition lasted for three months, and was curated by Sato himself, and introduced his work of about 30 years from multiple perspectives, from the exhibition to the layout of the venue. Sato decided to communicate his work widely with the core concept of "brand building and creative direction".
From advertising, including posters, brochures, and TV commercials, to branded products and PR content, he designed all touchpoints of the exhibition in an attempt to visualize the core values of creative direction.
Kashiwa Sato is one of the leading creators in the Japanese design world, acclaimed for his thorough and creative work. As an integrated "General Producer" of brand strategy, he is involved in all aspects of the project, from building concepts and developing visual and spatial design to directing communication strategies.
Two of his projects – "UNIQLO Park Yokohama Bayside" and "Kura Sushi Asakusa ROX" – were registered by the Japan Patent Office, becoming the first project in Japanese history to be granted an interior design patent.
In addition, as a cultural envoy of the Nippon Bunka House, Sato is actively involved in promoting Japan's unique products, culture, technologies, and content to the world.
About Kashiwa Sato
Kashiwa Sato (さとう・かしわ) was born in Tokyo in 1965. Graduated from Tama Art University, majoring in graphic design. After working at Hakuhodo, he founded "SAMURAI". His main work includes logo design for the National Art Center, the creative director of brands such as UNIQLO, Rakuten Group, 7-Eleven Japan, and Imabari Towel, as well as the overall planning of projects such as the "Cup Noodle Museum" and "Fuji Kindergarten".
The Red Dot Design Award 2022 Best Design Award, the D&AD Yellow Pencil Award, the ICONIC AWARDS 2021 Best Design Award, the Tokyo ADC Award, and the Japan Space Design Gold Award.
Adjunct Professor at the Graduate School of Business Administration, Kyoto University (2021-present), Distinguished Professor at Keio University (2012-2020), Visiting Professor at Tama Art University (2008-present).
He is the author of "Kashiwa Sato's Super Finishing Technique" (Nikkei Shimbun Press) and other works.
-END-