The year 2022 marks Shiseido's 150th anniversary. This year is a time to look back over the past 150 years, and at the same time to consider where we are headed for the future, what we can and should do for the world and society. In light of this, we decided that the design of the logo mark that will be the face of the 150th anniversary should be created from the perspectives of several next-generation creators. For this reason, six next-generation creators participated in this project.
They shared their ideas with each other and created the future of the 150th anniversary logo design.
Logo drafts proposed by 6 creators in a competition
(Kizuki Nakano, Misaki Nagatake, Sayoko Kangawa, Koki Ikeda, Minhu Park, and Takuho Sasaki)
The year 2022 is a year to celebrate Shiseido's 150 years of history and take a step forward into a future that has yet to be seen.
We have entrusted this moment of the opening of the new year to the feeling of a world where everyone can "experience happiness" through the power of Beauty.
From the early stages of the project, the keywords "BETTER WORLD" and "A NEW BEGINNING" were used to determine how to position the year that would mark the anniversary. A story was developed, which was then incorporated into the concept of the anniversary logo.
The two curves, including the curve of the corporate Shiseido logo,
depict the light fluttering of cloth (i.e., the opening of the curtain).
A gradation of various colors is used from the corporate Shiseido Red to the Better World, symbolizing "symbiosis, harmony, and diversity".