SUB CATEGORY :

INTEGRATED DESIGN CAMPAIGN

COMPANY ENTERING :

DENTSU INC., TOKYO

TITLE :

TOKYO 2020 LOOK OF THE GAMES

BRAND :

TOKYO 2020 OLYMPIC AND PARALYMPIC GAMES

ADVERTISER :

THE TOKYO ORGANISING COMMITTEE OF THE OLYMPIC AND PARALYMPIC GAMES

AGENCY :

DENTSU INC., TOKYO

MEDIA AGENCY :

DENTSU INC., TOKYO

PR AGENCY :

DENTSU INC., TOKYO

DESIGN PRODUCTION :

6KAI, TOKYO/TAKI CORPORATION, TOKYO/HIROMURA DESIGN OFFICE, TOKYO

MOTION GRAPHIC PRODUCTION :

CEKAI, TOKYO

FILM PRODUCTION :

TYO MONSTER, TOKYO

EXECUTIVE CREATIVE DIRECTOR :

KOICHI SAWADA (DENTSU INC.)

CREATIVE DIRECTOR :

MASAYOSHI KUBO (DENTSU INC.)/TAKERU KAWAI (DENTSU INC.)/ SHUNICHI SATO (TOKYO 2020 ORGANISING COMMITTEE)

DESIGNER :

YUSUKE IMAI (DENTSU INC.)/TOSHIKAZU MINATOMURA (6KAI)/ MASAYA DOZAIKU (TAKI CORPORATION)/ NAOYUKI MATAGAWA (TAKI CORPORATION)/ MASAAKI HIROMURA (HIROMURA DESIGN OFFICE)/ AYAKO SUMIYA (TOKYO 2020 ORGANISING COMMITTEE)/ MAKOTO KOKUBU (TOKYO 2020 ORGANISING COMMITTEE)/ KAZUHIKO TARUMI (TOKYO 2020 ORGANISING COMMITTEE)/ MASATO NIIMI (TOKYO 2020 ORGANISING COMMITTEE)/ AI SHIMAMINE (TOKYO 2020 ORGANISING COMMITTEE)/ KYOKO AOYAMA (TOKYO 2020 ORGANISING COMMITTEE)/ YUKI TSURUMI (TOKYO 2020 ORGANISING COMMITTEE)/ KOTARO YONEYAMA (TOKYO 2020 ORGANISING COMMITTEE)/ ARISA KEIDA (TOKYO 2020 ORGANISING COMMITTEE)/ DAIKI KIMURA (TOKYO 2020 ORGANISING COMMITTEE)/ NATSUMI KAJIMURA (TOKYO 2020 ORGANISING COMMITTEE)/ AYAKA KATSUMORI (TOKYO 2020 ORGANISING COMMITTEE)/ KANAE SHIRAKASHI (TOKYO 2020 ORGANISING COMMITTEE)/ MASAMI ODAWARA (TOKYO 2020 ORGANISING COMMITTEE)/ MASAKO SAEKI (TOKYO 2020 ORGANISING COMMITTEE)/ HISASHI CHAKI (TOKYO 2020 ORGANISING COMMITTEE)/ KOTARO KAIDA (TOKYO 2020 ORGANISING COMMITTEE)

MOTION DESIGNER :

KOTA IGUCHI (CEKAI)

PRODUCER :

TARO MIKAMI (CEKAI)/TAKAHARU HATORI (TYO MONSTER)

ART DIRECTOR :

RIO EBATO (DENTSU INC.)/ JUNJIRO ENDO (TOKYO 2020 ORGANISING COMMITTEE)/ ARATA TAKAHASHI (TOKYO 2020 ORGANISING COMMITTEE)/ AKIO TAKIMOTO (TOKYO 2020 ORGANISING COMMITTEE)/ KAUHIRO YAMAMOTO (TOKYO 2020 ORGANISING COMMITTEE)

BACKGROUND OVERVIEW :

For the Olympic and Paralympic Games, the host city is required to have a "Look of the Games", which is the key design that functions as the visual identity throughout the Games. The "Look of the Games" should reflect and express the characteristics, culture, and history of the host city/country. With a representation of Japanese culture and traditions in mind, the development of the Tokyo 2020 Look of the Games was inspired by a Japanese colour scheme based on overlapping fabric layers. Known as "Kasane no irome", this design arrangement has been present in traditional Japanese attire, particularly on the juni-hitoe (a twelve-layered ceremonial kimono). This key design was then combined with the traditional and contemporary art of Japan and Tokyo, as well as manga (Japanese comic books), also a form of contemporary culture, to create a variety of graphics for varying locations. This design system had not been seen in the "Look of the Games" within any of the previous Games, and is one of the distinguishing features of the Tokyo 2020 Look of the Games.