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LogoArchive – Akogare 憧れ by Hugh Miller

LogoArchive Zine Akogare is special bi-ligual Extra Issue designed by Hugh Miller and dedicated to Japanese logo design

LogoArchive returns with its fourth collaborative Extra Issue and first bi-lingual release, documenting the forms of Japanese logo design. Through the distinctive smaller format of the bound booklet LogoArchive seeks to surprise and delight with each new issue, introducing new collaborators to offer unexpected interpretations of the ubiquitous logo book. For this Extra Issue, Hugh Miller orchestrates graphic impact and material nuance to honour the unique visual legacy and craft associated with Japan. In addition, the words of Tokyo-based designer and writer Ian Lynam, and his assistant Iori Kikuchi, offer an introduction into Japanese symbols.

LogoArchive の第4号目となる増刊号で は、日本のロゴデザインの形を記録し た 初 の バ イ リ ン ガ ル 版 を 発 行 し ま す 。小 冊子という独特のフォーマットを通し て、LogoArchive は毎号、新しいコラボレ ーターと共に、お馴染みのロゴブックへ の思い掛けない解釈を提案しながら、驚 きと喜びを追求しています。

今号では、Hugh Miller (ヒュー・ミラー) が、グラフィックのインパクトと素材のニ ュアンスの交差点を探り、日本にまつわ るユニークな視覚的遺産と工芸品を称 えています。さらに、東京を拠点に活動す るデザイナーであり作家でもあるイエン・ ライナムと、彼のアシスタントである菊地 伊織の言葉で、日本のシンボルを紹介し ています。

LogoArchive Zine Akogare is special bi-ligual Extra Issue designed by Hugh Miller and dedicated to Japanese logo design

Hugh Miller had spent time working at renowned studio SPIN on projects such as the Whitechapel and Haunch of Venison Gallery identity and was embedded into the brand teams of both Nokia and Microsoft. I discovered his work whilst writing for BP&O and had the pleasure of meeting him back in 2018. Hugh had co-founded the London office of international design studio BOND and, under his direction, had produced a string of projects that wove together elegant ideas, visual sophistication and material subtlety. When it came to the design of this Extra Issue, which required cultural insight and a sensitive and delicate hand, Hugh was an obvious choice, and a pleasure to work with. His insightful and creative approach honours the craft and care of the logos presented in this issue of LogoArchive.

LogoArchive Zine Akogare is special bi-ligual Extra Issue designed by Hugh Miller and dedicated to Japanese logo design

ヒ ュ ー ・ ミ ラ ー は 、有 名 な ス タ ジ オ SPIN で Whitechapel や Haunch of Venison Gallery の ア イ デ ン テ ティな ど の プ ロ ジ ェ ク ト に 携 わ っ た 経 験 が あ り 、Nokia や Microsoftのブランドチームにも参加して いました。私は BP&Oで執筆中に彼の作 品 を 発 見 し 、2018 年 に 彼 に 会 う 機 会 に 恵まれました。ヒューは、ロンドンにある 国際的なデザインスタジオBONDのオフ ィスを共同設立し、彼の指揮のもとに、エ レガントなアイデア、視覚的な洗練、素材 の繊細さを織り交ぜたプロジェクトを次 々と生み出してきました。

文化的な洞察力と繊細でデリケートな 手さばきを必要とするこの臨時増刊号 のデザインに関しては、ヒューは最良の 選択であり、一緒に仕事ができたことは とても光栄でした。彼の洞察力と創造性 に富んだアプローチは、まさに今号の LogoArchive で紹介するロゴの技巧と ロゴへの心遣いに敬意を表しています。

LogoArchive Zine Akogare embossed Pachica Insert, semi-transparent text, Mitsubishi logo

Akogare 憧れ

Akogare, like many Japanese words, is loaded with cultural nuance, and is difficult to translate directly to English. The LogoArchive booklet affords us the chance to better express this through more than just words, to use the culminate effect of words, logos, paper, process and assembly to better express its meaning.

As a starting point, and as I put the idea to Hugh, Akogare could be understood to a Western audience as a deep feeling of respect and admiration one may feel for someone they greatly look up to. Usually this is someone who is far more talented. This feeling of akogare is tinged with the understanding of one’s own shortcomings and the knowledge that that same level of talent is unattainable, and this is where the feelings of yearning or longing can come in. This perhaps best describes the feelings evoked when working on this LogoArchive Extra Issue. The zine seeks to make concrete abstract concepts, and attempts to evoke a similar feeling in its readers as they unfold the booklet.

LogoArchive Zine Akogare is special bi-ligual Extra Issue designed by Hugh Miller and dedicated to Japanese logo design

The zine is more than just its material manifestation, but a platform to talk about a few different ideas and across a number of different spaces, be that a talk, small exhibition or a social post, article, meeting or Zoom chat. In this way, and like many of the LogoArchive zine projects, it is a super-narrative. I will be building on this over the coming months. As a small lead into some of these ideas, commonalities and culture can be understood in reading Ian’s text on “mon” and the overlapping of symbols using a light 80gsm paper. Themes such as nature, light and a delicateness can be understood in the heat embossed Pachica insert, and the generating of atmosphere and Katachi can be sensed in the textures and unfolding of the document.


Delivery Options



LogoArchive Zine Akogare is special bi-ligual Extra Issue designed by Hugh Miller and dedicated to Japanese logo design

Design: Hugh Miller
Project: Richard Baird
Publisher: BP&O
Print: Identity Print
Paper: G.F Smith

LogoArchive Zine Akogare is special bi-ligual Extra Issue designed by Hugh Miller and dedicated to Japanese logo design

Booklet
Format: 24pp A5 Booklet
Takeo Tela Ivory & White
Litho Black
Loose, x3 A3 folded sheets

Insert
Format: 2pp
Takeo Pachika
Heat Embossed (x2)

LogoArchive Zine Akogare is special bi-ligual Extra Issue designed by Hugh Miller and dedicated to Japanese logo design

LogoArchive Zine Akogare is special bi-ligual Extra Issue designed by Hugh Miller and dedicated to Japanese logo design


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