Loftwork, which has celebrated the 22nd anniversary of its establishment, has started another new project. By making use of the diverse creativity of creators and Loftwork employees, “Logo and Work” is an experimental project designed to discover “OUR logo”. We are revealing the logos and artworks created as part of the first run of this project.

By making use of the diverse creativity of creators and Loftwork employees, “Logo and Work” is an experimental project designed to discover “our logo”. We are revealing the logos and artworks created as part of the first run of this project.

Logos are living connections that link "my company and myself", and "myself and someone else".

The philosophy and values invested within a business are expressed in a visual form, which is a company “logo”. Typically, a company only has one logo; if there are many of them, they are usually created in a top-down manner based on the company’s philosophy.

Loftwork too, has used a single logo since it was first established. However, the creation of our new vision, “Unlock potential”, was a chance for us to rethink the conventional existence of logos without being limited by the confines of common sense, and to redefine logos as things that reach into a future that has never been imagined before.

“Logo and Work” is a project that creates 10 types of logotypes and artworks every year in collaboration with creators. It expresses the answer to the question “what is Loftwork?” in visual form. 10 teams made up of employees and creators work every year for 3 years to produce a total of 30 different creations. The logotypes and artworks created through this project will be available to each and every employee, who can freely select them to use as Loftwork logos which will be used in their work.

Many discussions happen throughout the production process with creators. The artworks and logos that have taken shape are reflections of a new self; and as employees choose their logos of their own will, the concepts of “logos”, “companies”, and “self” overlap. Through the process of creating, choosing, and using the logos, conversations such as “what is Loftwork?”, or “this is the Loftwork I trust” will happen, and this will lead to each person forming their own concept of “our Loftwork”.

Logo and work is an experiment and a challenge, that seeks to create “living connections” between “my company and myself”, and “myself and someone else”.

10 creations will be revealed as part of the first run!

We are revealing newly completed logos that were created as part of the first run of this project. Please take a look at these logos, along with the associated artworks.

The finished logos and artworks are “sides” of Loftwork, as interpreted by each individual team. No single creation expresses Loftwork in the form of a logo; instead, the combination of all these logos shapes a multifaceted concept of Loftwork.

 

Katsuki Nogami

Keyword: Loftwork is "the people who prototype the society of the future"

The theme of this creation is “words that are left for future generations”.
Kinoshita-san taught me the proper way of using equipment when I was participating in FabCafe Kyoto’s residency; and because I did not have knowledge, my attention was drawn to the noise made by the equipment, and I had some discussions. Noise is very much something that is subjective; when a straight artificial line deviates from its path, that can also be considered to be noise. However, I think that one can also say that the will of human beings to leave behind hieroglyphs and murals is simply because they are human.
I took inspiration from the concept of Loftworks being people that prototyped the future, and bought a meteorite that had traveled through the flow of time from the past to the future. I created a bento box with scenery from the streets, and tried UV printing directly on small stones that were very rough and uneven. And after a lot of trial and error, using a laser cutter I created a logo with the word Loftwork etched on a celestial body. The texture of the meteorite and the other stones I used are also contained within.
By working on this logo, I was once again strongly reminded of the fact that to me, Loftwork is a place for experimentation.

Katsuki Nogami Contemporary artist

Born in Nagaoka city, Niigata prefecture. A guest artist at the Topological Media Lab, Concordia University, Montreal. Participated in a foreign exchange program with the Olafur Eliasson seminar, Berlin University of the Arts. Graduated from Musashino Art University. Since his student days, he has exhibited his work at foreign biennales in 17 countries. Received multiple awards at events such as Ars Electronica, Japan Media Arts Festival, and ifva Hong Kong; and as a result was listed in Behind the Mac, Forbes U30, 100 Motion Graphic Creators, and chosen as Finland Sauna Ambassador. Has been featured in publications such as VICE, WIRED, and Soen. Has scanned and recorded his own skin for several years and continued to print it on natural objects. His public art is also permanently installed in Osaka.

Directors in charge

Kousuke Kinoshita
Lennon Yamada

Kurumi Wakagi, Asao Akayama

Keyword: Loftwork is "a living spirit"

There are countless corporations who keep trying and failing to discover their own potential in the world.
Loftwork is a group of people that support these corporations, and at the same time, rely on them.
It changes its appearance depending on the time and situation; it is straightforward and honest; it conducts itself in a relaxed, leisurely fashion; just like a living spirit.

We unleash the values hidden within the “unique universe” that people and companies have by creating reliefs using these values. It is just like traveling through the universe of the customer.

Things that cannot be seen from a single perspective, can be found together with the involvement of creators and clients and their perspectives.
We use a box to symbolize a space that can store all manner of things; clouds to represent the leisurely living spirits that are Loftwork’s employees, and on the sides of the box are drawn the people who have collaborated on this project.

Loftwork, made up of partners and graduates, lingers in this world, and the lingering scent spreads faintly from Japan to the rest of Asia.

Kurumi Wakagi Artist

Known for her bizarre work which breaks the confines of conventional printmaking, such as “Gantaku”, in which she shaved the back of her head and drew a face on it, before transferring it onto paper. She broadened the interpretation of the indirect artistic technique of printmaking, and asserts that the act of creating by referring to famous works of art, or other sources, also falls under printmaking. From creating woodcuts to performances, her work covers an extensive range. Winner of the 2009 Taro Okamoto Award for Contemporary Art.

Asao Akayama Designer

Working with his ethos of creating designs that people can live with for a long time, he is involved in creations in various fields, such as education, business, and healthcare. Looks forward to making New Year’s greeting cards every year more than anything else. Born in 1984 in Wakayama. Studied design at Osaka Seikei University, and is currently working at the design agency office T.

Directors in charge

Makoto Ishii
Kinuko Iizawa

Satoru Kobayashi (heralbony/ museum lumbi)

Keyword: Loftwork is a place where unborn values are chosen

I tried placing a paper airplane and soil there
The paper airplane carries soil
In some other spot grass and flowers grow, and a town is born
Earthworms and pebbles
Living things and non-living things
Mixing and mixing, eventually we, the town, are born
What do you think of the story?
To make “something good”
I tried stripping its meaning from it
Anyway I was able to write the word “Loftwork” with innocence
I tried expressing our logo by attaching meaning to a situation

Satoru Kobayashi (heralbony/ museum lumbi)
Artist
Affiliated with museum lumbi
Likes listening to Billy Joel, Queen, Yosui Inoue, Spitz, THE BOOM. Also loves taking walks. When he was in middle school at a special education school, he began writing his diaries and essays by arranging his words in unique patterns. At first, his teachers tried to correct this behavior, but eventually they were able to accept that this was also a fascinating type of figurative expression. This became the turning point that allowed his expressions to become art which brought joy to many people.

Directors in charge

Kazuto Kojima
Akari Miyamoto

Katsunobu Yoshida, Ayuko Inaba

Keyword: Loftwork is “meant to make positive errors.”

We made positive errors, and came up with a workshop that was visually settled. It activates the creativity that lies within everyone, and together with each individual’s personality, forms shapes on its own. This workshop cannot be done by only one person. Stories with the “things” that symbolize the teams that found them as the starting point are created, and through a process that uses traditional games such as drawing songs and fukuwarai as motifs, drawings are created in a collaborative fashion. A workshop that is open not only to you and I, but also to others who are not people. Creativity Within All.

Katsunobu Yoshida Designer
Born in Tokyo in 1987. Based in Yamagata prefecture, he is involved in collecting, designing, and extraordinary special printing. The “yoshi” in his name is made up of the characters for “soil” and “mouth”.

Ayuko Inaba
Project support and manager. In charge of Yoshinobu’s sales, and Kogumo Goods. Collecting and cooking are the themes of her life.

Directors in charge

Shinya Kunihiro
Nami Urano

Hikaru Yamashita・Nana soeda・Sadayoshi Ban

Keyword: Loftwork is "a scene from a fun life"

When I went to Shibuya for a meeting, I wanted to blend the scenery and words of the Loftwork in Shibuya and the Loftwork in Kyoto together.
I made a very simple logo and sent it in on my own. But when I was working with Mome and Carorun Roll, there was a lot of anxiety over whether to compromise. The moment we were done, though, we thought “this is it!” and from there on it was smooth sailing. I have seen so many more pictures of the Loftwork in Kyoto than the one in Shibuya, so I think I will end up making a happy noise if I come across it while talking a walk in Kyoto.

Hikaru Yamashita remake brand “totyude-yameru”

This is the third time they got my profile wrong, and this time, I have been given the privilege of making a logo for Loftwork. I usually work on my own line of cheap, low-quality clothing, which is called “Stop Halfway Through”. It is sold online, in clothing stores, and in museum shops. Born in Nagasaki prefecture in 1977.
On my second trip to Tokyo, it was so much fun that I enjoyed it thoroughly, and now I am living in Shin-Okubo in Shinjuku. New, ancient member of a group that stares at the cutting edge of the past.

Nana soeda Designer
Sadayoshi Ban Photographer

Directors in charge

Eri Matsuda
Yuko Hattori

Naoya Hirata

Keyword: Loftwork is "me and Tyler"

In the past, I discussed two types of authors with an author acquaintance of mine. There are authors who adopt a persona (mask), and authors who reveal their true nature and weaponize it in their work. I cannot say that this is true of all authors, but strangely, I agreed with the idea.

According to Shuji Terayama’s play “Farewell, Films”, every individual is a proxy for someone else, and according to Shakespeare’s comedy “As You Like It”, the world is a stage, and people are just playing their parts on it from time on time.

In short, human beings have multiple accounts and avatars without being conscious of them, and human beings are living things that are playing out their individual roles simultaneously. Even if someone feels like they are living with their inner self revealed, I cannot shake the lingering doubt that they are merely playing the role of “themselves”, in accordance with what they feel is their self.

By extending that point of view in a slightly bizarre fashion, perhaps the mad structures that I make are also playing some role of their own, or acting as proxies for something else. This is because their behavior changes depending on the space in which they exist, and on how someone observes them; and when you perceive that this behavior is “someone else”, you will be reminded of a pleasant and refreshing sensation.

Naoya Hirata Artist/Sculptor
Born in Nagano prefecture in 1991. Graduated from the Department of Sculpture, Faculty of Modeling, Musashino Art Universty in 2014. Using pre-made 3D models and images collected from the internet that are space-, time-, and physicality-themed, he creates and exhibits virtual sculptures in virtual spaces on PCs, mainly using a technique known as assemblage (a mixture of things). By using his imagination, he embodies another identity that exists within a new order, and he questions the relationship between things in reality by testing many different versions of possible worlds. Also studying the modern interpretation of the history of sculptures.

Directors in charge

Ryosuke Hara
Satoshi Muro

Slogan (Yoshiko Tezuka, Sonoka Sagara)

Keyword: Loftwork is "the soil for __."

Plants need water, sunlight, and wind to grow healthily.
The stems of plants that detect these, and grow towards them.
The roots of plants that grow deep into the ground to find new friends.
The branches and leaves that grow well while being concerned for each other.
And the soil that becomes fertile from animals spreading the seeds and pollen of the flowers and plants growing on it.
Loftwork is layered in this nature.

This means finding “interesting things” as quickly as possible, and spreading its branches towards those things.
It also means looking forward to eventual meetings, to growing together with the people who give it water and light.
It means spreading new seeds with an eye on the future, while expanding roots in areas and communities.
The fertile soil that is Loftwork is brought about by painstakingly cultivating it in such a manner.

The Loftwork of today is made up of diverse projects and members, with lively creations painting the ground. The expansion of a unseen pocket universe to the future beneath the ground are two inextricably linked worlds, and they are expressed here in the form of risograph printing. Invested in the logo is Loftwork’s vigor as it steadily grows at the top and at the bottom, and a hope for new encounters on the ground.

Loftwork, the root for our slogan. We are glad that we are here to witness its 22nd anniversary, a moment of celebration, through a project like this.

Slogan (Yoshiko Tezuka, Sonoka Sagara)
Sonoka and Yoshiko, graphic artists who first met in Tokyo, and photographer Deby make up a creative collective. All three of them are carefree people, and as a result they are rarely in the same city, but they are together in spirit if not in body. With “We Create and Share” as their code word, they are engrossed in activities such as branding, crafting design, and shooting. Their long held desire to open “Slogan Studio”, will be fulfilled in early spring 2022, in the former Sancha House in Sangenjaya.

Directors in charge

Ryohei Matsumoto
Deokje Kim

Midori Kawano

Keyword: Loftwork is "the polyhedron with full colors"

Loftwork, a company that started the space known as Loft.
RGBs (※1) looks back on the history of Loftwork as an organization. Using the three elements (Creator, Society, Company) rooted in the original logo, and the space called Loft which is the source of creation, as a motif, I created a new logo.

When creating the logo, I thought that the places where the three primary colors RGB overlapped was where the brilliant white of Creativity existed. But isn’t creativity something that is born through the questioning of established principles, beliefs, and obsessions that seek to overturn common sense? Along those lines, by creating artwork using objects that go against the principles of the three primary colors and three-dimensional space, I expressed Loftwork as an existence that gives birth to new worlds of all sorts of shapes and sizes without being limited by common sense (※2).

There exist many bases throughout the world, and together with many different Loftworkers, this artwork expresses the idea that even though they are one, the environments of each of them are different.

※1 What are RGBs?
Comprises R (Akane), G (Midori), B (Boys – Kojima, Nakamaruo)

※ 2 What is common sense?
Nobody knows what common sense is. The world we recognize is more multifaceted and more colorful that it is to our eyes. No one can predict the result of the mixing of colors. Look at things from a different perspective, and shapes that no one has seen before will appear.

※ Who are Loftworkers?
They are the creators who made the space known as Loft, and the artists who bring color to within its walls.

Midori Kawano

Visual director/graphic artist
Graduated from the Manufacturing Design department at Tama Art University with a degree in Product Design. Strongly attracted to worldviews that are suffused with music and art, and involved in a wide range of creations through the media of graphic design/images/products. A collection of her works, “GASBOOK 34 MIDORI KAWANO” is published by Gas as Interface.
Developed “RGB_Light”, a lighting fixture that is colored with shadows, patented it in Japan and America, and brought it into existence as a commercial product.

Directors in charge

Takahiro Nakamaruo
Akane Sakaki
Iori Kojima

Kota Abe, Sanuki Ayaka

Theme: Loftwork is a group of DRAWer.

When we were recalling our experience of traveling to LW, the word “Derive” came to mind. The literal translation is “to obtain something from a given source”, but its etymology has the meaning of “drawing water from a source → flowing out”. Isn’t this a LW-like word, a word that draws out the potential of each and every individual that make up society? By drawing out new streams of water, the worlds of each individual are broadened, and LW links each of these diverse, isolated worlds. The finished creation is a large world map which can be seen together by everyone involved.

Kota Abe
Believed that using as long as a framework born of the overlapping “variety” of Ms Sanuki’s artwork exists, the logotype that exists within would have “bones” of its own. To reaffirm the concept of “variety”, these “bones” must have the toughness to take a degree of impacts without flinching, and they must have the lightness to handle ever-changing situations. “Bones” that have these qualities will be just fine, and any number of frameworks born of these “bones” will be able to spread dynamically.

Sanuki Ayaka
Wrote the word “Potential” and the corresponding Chinese characters on her artwork. The person who wrote Loftwork’s company name on the back of the logo designed by Mr Kota Abe. The conversations with Mr/Ms Tsutsumi, the Taiwan team, and the process of collaborating with Mr Abe helped in giving form to a powerful visualization. Came across the word “potential” by chance, but was able to truly experience it through both this logo and Loftwork’s project.

Kota Abe
Designer/Cultural anthropology major
Born in 1986. After graduating from University of the Arts London in 2009, started working at Hiromura Design Agency. After resigning in 2018, he started working freelance, with a focus on design and cultural anthropology. Lived in São Paulo, Brazil from October 2018 to March 2019, and created projects related to the local street culture. After returning to Japan, established Kota Abe Agency in Tokyo.
In 2021, his documentary film “Who Do the Streets Belong To?”, which follows life on the streets of Brazil, premiered in cinemas throughout Japan.

Sanuki Ayaka Artist
Graduate of Kyoto University of the Arts. Holds a master’s degree in Japanese-style art, in the field of painting. Besides her work as an author based in Kansai, also began to draw illustrations for book covers, and is involved in many different artworks. By thinning out the unique qualities of landscape and portrait painting, she creates images that omit specific perspectives. Mainly works on 2D art, but makes 3D creations on occasion. Selected to be an overseas research student by Pola Art Foundation, and is scheduled to live in Bangkok, Thailand.

Directors in charge

Daiki Tsutsumi
Tim Wong

KUMPEI NAKATAKE

Loftwork is “■■■■■■■■”

After receiving this proposal, the first thing I did was to travel to the company’s headquarters in Shibuya to take a look. I went there with the goal of understanding the kind of company Loftwork was, but I ended up even more confused as to what the company did. After taking my leave of them, I put some thought into the matter, and I realized that in the first place, it was wrong to even try to understand a company like Loftwork by categorizing it or attaching a definition to it. There are many projects being carried out at the same time within the company, and all sorts of conversations that transcend the barriers of industries and careers are rapidly exchanged. I wanted to express that kind of spatial chaos in my work.

I created a visualization by making a collection of furniture which includes a rug that I made in real life. With the rug as a base, I assembled pieces of wood that was processed by the people at Hidakuma, creating a visualization revolving around a collection of furniture with no defined use case. It looks like a bizarre space from close up, but from a bird’s eye view 10 meters in the air, the word “Loftwork” appears for the first time. If we think of the furniture placed atop the rug as clients, creators, and Loftwork staff, the large rug is Loftwork itself, a vessel designed to fit everyone in it. Because of this, I decided on the form of the rug, which serves as a base, and not words that have contours, as a new logo for Loftwork.

The initial idea, logo, and the design of the detailed furniture assembled on top of it; all of these combine to make you feel that this is the answer to what you were thinking, that this could not exist in any other shape or form.

KUMPEI NAKATAKE KEKE Rug CEO/designer
Born in 1995 in Miyazaki prefecture. Graduated with a degree in Product Design from Tama Art University in 2019. Opened tufting studio KEKE, a workshop studio producing original rugs, in Tokyo in October 2021. Together with Tokushima-based MIYOSHI RUG, he aims to stimulate the Japanese rug industry through his work.

As a designer, he is well-versed in graphic and product design. His design philosophy is “comfortable incongruity”, and by adhering to that he aims to produce creations that point at new perspectives in life to people who see and use his creations.

Directors in charge

Kazuma Kitao
Kei Iwakura

About "Logo and Work Project"

Is it unacceptable for a company to have more than one logo?
If only we could “choose” between multiple logos.

The act of “choosing” is in itself a small act of self-expression, and it is also a momentary expression of the creativity of Loftworkers. By linking logos that symbolize companies and individual choice, the concepts of “logos”, “companies” and “self” overlap with one another. With the creation of this opportunity, we started “Logo and Work” with the aim of being an organization which provides an environment in which one can “choose”.
We continue to work together with creators on projects that have no answer. Without the help of people from outside Loftwork, we cannot reach our goals. “CREATIVITY within all”. With diverse creativity, and a belief in its power, we started creating logos from the bottom up, with the goal of sharing them with the world.
The 10 artworks collected here are “facets” of 10 different Loftworks. Through this collection of multiple logos, and the process of Loftworkers choosing and using them, the identity of Loftworkers are expressed.

These 10 artworks were exhibited at a Loftwork corporate event in Fujiyoshida city, celebrating the 22nd anniversary of its establishment.

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