“Open Bookmarks Co.” is a self-branding project that embodies my branding philosophy. With the naming, typography, colour, and logomark, I aim to show my ideal: simplicity and clarity. Through this process, I achieve consistency, yet manage to showcase the brand’s unique identity. Designing is an integral part of my life and it is my desire to collaborate with other professionals to help them create and consolidate their brand.

After I organized myself, I enumerated the name of design agencies which is famous in Japan. Then, I searched the meaning why they named. Many creatures use just their name. Because they are well-known in advertising/design industry. Advertising magazine features their stunning work a lot. Hence, that’s great for SEO.

On the other hand, many creators have own story in a company name. I resonated for it. Especially, I followed Kashiwa Sato’s approach. His agency, SAMURAI, named by his name, 士=Samurai. However, I don’t use the same idea directly. Why am I creating business identities for a client? Because I would like to contribute to increasing follower of a client. Favorites are called bookmarks. I found an answer.

At first, I look for what I would like to tell a customer. What I want a customer to feel when they see the typeface? “Sophisticated, earnest and diligent.” In this case, I had to choose serif, “Baskerville”. It expresses my voice tone. I adjusted the typography slightly to my feeling.

According to Wikipedia, Baskerville’s typeface was part of an ambitious project to create books of the greatest possible quality. Baskerville was a wealthy industrialist, who had started his career as a writing-master (teacher of calligraphy) and carver of gravestones, before making a fortune as a manufacturer of varnished lacquer goods. At a time when books in England were generally printed to a low standard using typefaces of conservative design, Baskerville sought to offer books created to higher-quality methods of printing than any before, using carefully made, level presses, a high quality of ink and very smooth paper pressed after printing to a glazed, gleaming finish.

The process is not finished yet even you created brand identity. You(or client) have to utilize it properly. The style guide shows a background of creative direction, appropriate margins, background, color, size and so on. I provide a style guide after the workshop(discovery brand attribute and core value). The style guide is an asset of the company.

This is the definition of graphic design form Wikipedia. ‘Graphic design is the process of visual communication and problem-solving through the use of typography, photography, and illustration. Graphic designers create and combine symbols, images, and text to form visual representations of ideas and messages.’ I especially like the explanation, problem-solving. Every visual represent a brand message. It has to keep consistency. Chris Do said, ‘A brand is a person’s gut feeling about a product, service or company. You cannot control the process, but you can influence it’. I help to create your brand and make an influence on your customer.

I have started this project in 2016. I knocked over 5 different printing company. I worked with 5 different photographers. I encountered a lot of issues. I could overcome each time somehow. Overall, I cannot work alone. I need corporation and collaboration of local people. It’s challenging, that’s why meaningful.