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'Cool Japan' Branding Evolves with Uniqlo Logo Designer and 'Japan Next'

Posted by Mark J. Miller on September 19, 2011 04:34 PM

The Economist opined in April that the earthquake and tsunami had battered Japan's image, quoting a Western diplomat complaining, "People buy 'brand Japan' because it implies a premium—that the quality will be better, or the product is more reliable—and now they don't have that." Interbrand Japan noted in a post-crisis report that the impact on "Brand Japan" and "the effects of the disaster on perceptions differ greatly by country and by category."

Without a doubt, having been battered physically, economically and emotionally country, the nation is still rebuilding from the brutal earthquake on March 11 — which makes it high time to evolve the Cool Japan nation-branding campaign, which the Japanese government is ready to do following a logo search. “To say we’re going to rebuild doesn’t simply mean we should go back to the way things were,” said 46-year-old winning designer Kashiwa Sato to the Wall Street Journal.

Sata, the award-winning designer who created the distinctive logo for Uniqlo and designs for other Japanese brands including Honda, saw his design selected out of 99 submissions to represent “Cool Japan,” a government effort that pre-dated this year's natural disaster to help the rest of the world understand modern Japan.Continue reading...

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