The Symbol

In creating a visual identity for the new museum, we knew it needed a nickname which could be written out using the alphabet so that it could be easily recognized around the world. That is how we came up with the acronym “OPAM”—using the letters O, P, A, M, that stand for Oita Prefectural Art Museum. The “OPAM” logo is full of movement: the letter O has a circular form reminiscent of the golden sun, the elongated A reaches up toward the sky. We tried to incorporate the museum’s special qualities—variability, scalability and diversity—in creating a visual, recognizable symbol. We developed the typeface script using artistic lettering that showcases both meticulous technique and warmth of the human touch, to help define a truly original identity.

Keiko Hirano

Logotype

Signage Design

1. Symbol Monument: A "sign" for our connected society/ A monument of the symbol was placed at the building entrance as a fitting “sign” that spotlights the facility. A great many visitors will be taking photos with the monument and upload images on the Internet. The “Opam” logo will define the setting, bring back memories of the visit to OPAM, and furthermore, inspire future visitors to acknowledge OPAM.  

2. Pictogram Design/ These original pictograms were put together utilizing lines so that they flow with the architectural space, while fulfilling their functional purpose.  

3. Sign Planning/ The first step was to define the ideal size of the pictograms in relation to the given space—a basic format of 200mm lengthwise. The pictograms were mounted, raised 4mm from the wall surface, creating a balance that allows the design to blend in with the space while maintaining a high visibility.  

4. Color Signs/ In response to the request by the architect to “infuse color into the space” we implemented color signage for the Mobile Booths (three types of mobile display booths) using original textiles so that viewers could differentiate booths through the different color codes.  

5. Mobile Signs/ These are flexible signs that can be moved around to accommodate changes in the space. They are simple structures covered in pink textiles. The side panels can be used to display posters while the tables are designed to hold various handouts. 

Keiko HIRANO
Designer / Visioner
Executive Director of Communication Design Laboratory
Hirano was born in Hyogo Prefecture in 1959. She established HIRANO STUDIO Inc. in 1997, and started Communication Design Laboratory (CDL) with Aoshi Kudo in 2005.
Hirano approaches and translates designs in a wide variety of spheres including graphic design, product design, and spatial design and is involved in branding and exhibition planning.
Major projects include designing the logo for The National Museum of Modern Art, Tokyo (MOMAT) which led to a 12-year long collaboration; branding of the “quiora” cosmetics line for SHISEIDO; developing the design of the “F702iD Shosa” handset for NTT DoCoMo.
Hirano is the recipient of the Mainichi Design Award, the iF Design Award, and the Yusaku Kamekura Design Award, among many others.

Aoshi KUDO
Designer / Creative Director
President of Communication Design Laboratory (CDL)
Aoshi Kudo was born in Tokyo in 1964. After graduating from The Tokyo University of the Arts (the former Tokyo National University of Fine Arts and Music) in 1988, Kudo joined SHISEIDO Company, and established Communication Design Laboratory (CDL) with Keiko Hirano in 2005. Kudo is active in a wide-scope, mixed discipline which encompasses product design and total brand direction. His major projects include product and package design for cosmetic lines that include “SHISEIDO MEN”, “quiora” and “IPSA”; creative brand direction for the SHISEIDO PROFESSIONAL line. He is the recipient of the Mainichi Design Award, the ID-Award, the Art Directors Club (ADC) Award, among many others. Kudo is a lecturer at The Tokyo University of the Arts.

©Communication Design Laboratory