HANSHA is a student project to rebrand the Hakone Open Air Museum – an outdoor sculpture park in Japan. Set in the idyllic setting of Hakone National Park, the museum exhibits over 1000 sculptures, from modern, abstract and renaissance pieces and hands-on art for children. The museum provides an immersive experience of art for all, especially focusing on young families.

The visual identity is centred on the unique interaction of art and nature and the visuals of an evolving artscape. The name, HANSHA, means reflections in Japanese and identifies with the personal experiences of the attendees and the literal reflections of nature in the artworks. The brandmark is an abstract representation of art and nature, representing the mountains and the sun, typical of Hakone. I have designed a dynamic logo which provides a sneakpeak into the varied sculptures of the museum, whilst also paying homage to the museum’s everychanging nature. I have also designed a responsive logoset which is seen in my style guide.

The bold red and white colour palette is iconically Japanese whilst also vibrant, which together with the monotone line illustrations, express the energy of the museum and the demographic that it targets. The illustration is based upon the brandmark and provides a depiction of the Hakone artscape, the attractions of the location as well as the sculptures of HANSHA. Overall, the identity respects Japanese aesthetics, particularly the beauty of asymmetry “fukinsei” providing a sense of harmony whilst remaining modern and youthful.