Tokyo Dome City
Designing Tokyo Dome City’s New Identity Design, where Various Forms of Entertainment Converge
Tokyo Dome City boasts a wide variety of facilities, including Tokyo Dome, amusement parks, spas, hotels, and theaters, all within its expansive grounds. As part of the large-scale renewal project from 2023 to 2024, the original identity design has been adapted to flexible formats that transcend the boundaries between analog and digital. This adaptation ensures consistency in the design conceptwhile supporting all screen sizes. We have developed an innovative system called the “Adaptive Identity System,” which has given rise to a new visual identity that enhances the ambiance of the entire facility.
Tokyo Dome City boasts a wide variety of facilities, including Tokyo Dome, amusement parks, spas, hotels, and theaters, all within its expansive grounds. As part of the large-scale renewal project from 2023 to 2024, the original identity design has been adapted to flexible formats that transcend the boundaries between analog and digital. This adaptation ensures consistency in the design conceptwhile supporting all screen sizes. We have developed an innovative system called the “Adaptive Identity System,” which has given rise to a new visual identity that enhances the ambiance of the entire facility.
Project Background and Four Design Principles Settings
During this update, several issues were identified within Tokyo Dome City, such as a lack of unity as a “city” that connects various facilities and a deficiency of visual consistency and originality overall. To address these concerns and create a new and memorable experience for customers, we proposed an identity system including digital signage, logos, motion graphics, merchandise, and sound within the facility. We have established four core experience values as the overarching theme: “Exciting”, “Playful”, “Relaxing”, and “Modern”. The goal is to develop a highly scalable and comprehensive identity design that can adapt to changing times while resolving the existing challenges.
During this update, several issues were identified within Tokyo Dome City, such as a lack of unity as a “city” that connects various facilities and a deficiency of visual consistency and originality overall. To address these concerns and create a new and memorable experience for customers, we proposed an identity system including digital signage, logos, motion graphics, merchandise, and sound within the facility. We have established four core experience values as the overarching theme: “Exciting”, “Playful”, “Relaxing”, and “Modern”. The goal is to develop a highly scalable and comprehensive identity design that can adapt to changing times while resolving the existing challenges.
Logo Design
The new logo design, which uses an original font, exemplifies Tokyo Dome City as a single rich “city” where various “connections” and “impressions” of the facilities, activities, and visitors intersect. By using custom developed software to create the design without limiting it to a fixed shape or color, the diversity of Tokyo Dome City is infinitely expressed, and the design is familiar to customers of a wide range of age groups.
The new logo design, which uses an original font, exemplifies Tokyo Dome City as a single rich “city” where various “connections” and “impressions” of the facilities, activities, and visitors intersect. By using custom developed software to create the design without limiting it to a fixed shape or color, the diversity of Tokyo Dome City is infinitely expressed, and the design is familiar to customers of a wide range of age groups.
Original Variable Font
We have developed an original variable font that is the first of its kind and dynamically adapts to the diverse experience values of Tokyo Dome City. It skillfully captures the sporty elements of Tokyo Dome, the main facility, and the playful nature of various entertainment venues, all presented in a casual yet impactful sans-serif font.
Variable fonts allow characters to be freely styled within the designed minimum and maximum values, breaking the limitations of conventional fonts, such as thickness. In collaboration with type designer Toshi Omagari, we have created an original variable font that not only varies in character thickness but also features a broad range of movement along each of the three variable axes of width and height.
We have developed an original variable font that is the first of its kind and dynamically adapts to the diverse experience values of Tokyo Dome City. It skillfully captures the sporty elements of Tokyo Dome, the main facility, and the playful nature of various entertainment venues, all presented in a casual yet impactful sans-serif font.
Variable fonts allow characters to be freely styled within the designed minimum and maximum values, breaking the limitations of conventional fonts, such as thickness. In collaboration with type designer Toshi Omagari, we have created an original variable font that not only varies in character thickness but also features a broad range of movement along each of the three variable axes of width and height.
In-house Development of Design Software
We developed software in-house to create an 'adaptive identity system' capable of handling various shapes and ratios, including those for social networking services and one of Japan's largest screens, measuring over 120 meters in length. To maximize the variability of fonts, we designed a flexible grid system, enabling the free assembly of designs and facilitating the creation of diverse expressions in motion.
We developed software in-house to create an 'adaptive identity system' capable of handling various shapes and ratios, including those for social networking services and one of Japan's largest screens, measuring over 120 meters in length. To maximize the variability of fonts, we designed a flexible grid system, enabling the free assembly of designs and facilitating the creation of diverse expressions in motion.
Operational Software that Anyone Can Use
We designed a user-friendly UI that requires no technical design knowledge and collaborated with aircord, a specialist in digital system development, to create software that effortlessly generates videos by combining text, images, and videos. With this software, anyone can create professional-looking videos. Tokyo Dome City staff can now easily update daily information on digital signage, create distinctive visuals for each facility area, and produce captivating productions that complement the season and events.
We designed a user-friendly UI that requires no technical design knowledge and collaborated with aircord, a specialist in digital system development, to create software that effortlessly generates videos by combining text, images, and videos. With this software, anyone can create professional-looking videos. Tokyo Dome City staff can now easily update daily information on digital signage, create distinctive visuals for each facility area, and produce captivating productions that complement the season and events.
Digital Design
Normally, when designing visuals of various sizes and shapes, it is necessary to create separate designs for each. However, with our single system, we can handle all designs, including videos that connect the whole concept, and short videos for social media.
Normally, when designing visuals of various sizes and shapes, it is necessary to create separate designs for each. However, with our single system, we can handle all designs, including videos that connect the whole concept, and short videos for social media.
Analog Design
A wide variety of visual designs crossing analog and digital techniques required individual production based on specific purposes and specifications, often making it challenging to achieve a unified design. However, by adopting the adaptive identity system and utilizing the newly developed design software, we can now expand across all media while maintaining consistency in the overall design. The scalability offered by this approach allows us to create a unique “city” identity for Tokyo Dome City, seamlessly blending moving images and static graphics. The result is a visually captivating and exhilarating worldview that knows no bounds.
A wide variety of visual designs crossing analog and digital techniques required individual production based on specific purposes and specifications, often making it challenging to achieve a unified design. However, by adopting the adaptive identity system and utilizing the newly developed design software, we can now expand across all media while maintaining consistency in the overall design. The scalability offered by this approach allows us to create a unique “city” identity for Tokyo Dome City, seamlessly blending moving images and static graphics. The result is a visually captivating and exhilarating worldview that knows no bounds.
Sound Motion Logo
The sound motion logo appears at the end of commercials for various facilities. It combines dynamic motion graphics with a narration layered with multiple voices of men and women of various ages, expressing the diversity of Tokyo Dome City, where customers of all ages can enjoy an exciting experience.
The sound motion logo appears at the end of commercials for various facilities. It combines dynamic motion graphics with a narration layered with multiple voices of men and women of various ages, expressing the diversity of Tokyo Dome City, where customers of all ages can enjoy an exciting experience.
Sound Design
The sound accompanying the digital vision video is an original soundtrack composed by musician Marihiko Hara, incorporating diverse field recordings from Tokyo Dome City. The soundtrack includes a rhythmical loop of children's voices for the “Playful” experience, gongs and people's cheers to create an “Exciting” atmosphere, a blend of natural city sounds like bird voices and water for a “Relax” vibe, and a soundtrack named “Modern” that evokes memories of reflecting on a regrettable day. Each piece is full of stories, aligning perfectly with the four experience values set as the overall design theme.
The sound accompanying the digital vision video is an original soundtrack composed by musician Marihiko Hara, incorporating diverse field recordings from Tokyo Dome City. The soundtrack includes a rhythmical loop of children's voices for the “Playful” experience, gongs and people's cheers to create an “Exciting” atmosphere, a blend of natural city sounds like bird voices and water for a “Relax” vibe, and a soundtrack named “Modern” that evokes memories of reflecting on a regrettable day. Each piece is full of stories, aligning perfectly with the four experience values set as the overall design theme.
Client:
Tokyo Dome Corporation
Scope of Work:
Visual Identity Concept & Creation
Logo Design
Sound Motion Logo
Bespoke Typeface
Custom Software
Digital Signage
Motion Graphics
Printed Matter
Goods
Sound Design
Making Video
Design Direction
Design Guidelines
Team:
Design Direction/Design: &Form
Master Design Architecture: Hoshino Architects
System Development: aircord
Creative Director: Arata Maruyama
Art Director: Keitaro Takahashi
Designer: Chihiro Ishikawa
Creative Coder: Toshiki Okamoto
Assistant Designer: Hibiki Amano
Writer: Kanako Ushijima
Type Designer: Toshi Omagari
Motion Designer (Sound Motion Logo): Hironori Sugie
Sound Designer (Sound Motion Logo): Yosi Horikawa
Sound Designer (Signage): Marihiko Hara
Video Director (Signage): Daisuke Takahira
Videographer (Signage): Shintaro Yamanaka, Hirotatsu Koarai
Sound Designer (Reel): Yuta Segawa, small cow fields studios
‹D&AD Awards 2024, Branding, Wood Pencil›
‹NY TDC70, Certificate of Typographic Excellence›
‹Award360° 2023, Best 100›
‹TokyoTDC Annual Awards 2024, Selected›
Tokyo Dome Corporation
Scope of Work:
Visual Identity Concept & Creation
Logo Design
Sound Motion Logo
Bespoke Typeface
Custom Software
Digital Signage
Motion Graphics
Printed Matter
Goods
Sound Design
Making Video
Design Direction
Design Guidelines
Team:
Design Direction/Design: &Form
Master Design Architecture: Hoshino Architects
System Development: aircord
Creative Director: Arata Maruyama
Art Director: Keitaro Takahashi
Designer: Chihiro Ishikawa
Creative Coder: Toshiki Okamoto
Assistant Designer: Hibiki Amano
Writer: Kanako Ushijima
Type Designer: Toshi Omagari
Motion Designer (Sound Motion Logo): Hironori Sugie
Sound Designer (Sound Motion Logo): Yosi Horikawa
Sound Designer (Signage): Marihiko Hara
Video Director (Signage): Daisuke Takahira
Videographer (Signage): Shintaro Yamanaka, Hirotatsu Koarai
Sound Designer (Reel): Yuta Segawa, small cow fields studios
‹D&AD Awards 2024, Branding, Wood Pencil›
‹NY TDC70, Certificate of Typographic Excellence›
‹Award360° 2023, Best 100›
‹TokyoTDC Annual Awards 2024, Selected›