No.041 YUVI KAWANO
Branding for YUVI KAWANO. Since her brand’s launch, we’ve worked together in various situations. I still remember being impressed by YUVI KAWANO’s conceptualisation of each collection, such as the Pocket and the APOYB collection.
When discussing the creation of a logo for the brand launch, there was hesitation in assigning a fixed image to the brand, which holds numerous possibilities for the future. The suggestion at that time was to avoid creating a ‘proper’ logo. Somehow, a mark resembling a signature emerged, but I always intended to replace it once the brand’s outline became clear. It led to the development of the logo this time. It was, in a way, a long-term experiment—taking about 3-4 years to craft the visual identity while observing the growth of the brand. Using ‘elegant’ and ‘mysterious’ as keywords, we experimented with various combinations of YK’s monogram, ultimately arriving at the current form.
(The above photos by Tsukasa Tanimoto)
No.017 Photo ZINE for APOYB (a part of your body)
No.017 Poster for APOYB (a part of your body)
Scenes at APOYB exhibition (shot by Yoshiki Odake)
No.21 Ishtar collection design and exhibition
There are numerous references used in the design of the logo, but one significant inspiration is ‘Monograms & Ciphers’ by Albert Angus Turbayne. This book catalogues various historical monograms, proving to be immensely helpful not only for the YUVI KAWANO but also for other projects. It provides insights into techniques and details when constructing monograms, offering valuable lessons in many aspects.
The logo was intentionally given a slightly weathered appearance to evoke a rounded feel. This approach was influenced by the anecdote of the ‘Costa Rican stone spheres,’ aiming to infuse a mysterious beauty into the brand through the logo.
No.041 YUVI KAWANO
Client: YUVI KAWANO
Branding
2023