Approach from Visual Design to Spatial Design

What is NOMURA Co., Ltd. 's visual and graphic specialist team IVD, which is showing new expansion?

The space production company NOMURA GROUP has a professional team of visual and graphic design. Its name is IVD. Seven graphic designers are currently enrolled, led by Fujie Suzuki, who has worked as an art director on numerous projects. What kind of value does the visual and graphic team provide in NOMURA Co., Ltd., a company that mainly focuses on space creation? Also, what kind of projects have you been involved in so far, and what have you valued? We interviewed the leader, Fujie Suzuki.

What is IVD Integrated Visual Design - What does the name mean?

――The official name of IVD is Integrated Visual Design. How did this name come about?

“The team was born in the spring of 2017. When the establishment was decided, the members discussed what kind of team name to use. It condensed what we wanted to do and what we should do in the future, and I was convinced that this was the only one."Visual design that creates new brand value by fusing with the space." ―I think this is a good representation of the work that our team has as a mission, and now I feel that our identity is reflected in this name.”

――In 2016, before IVD was established, you were the first Japanese person to design the 20th Brussels Flower Carpet (held in Brussels, Belgium). In 2018, after the establishment of IVD, he was in charge of key visuals, production, logo design, character design, and package design as an art director for “Shiroi Koibito Park” in Hokkaido. In addition, we are working on a wide range of projects, such as the logo of KDDI's new store concept "au Style", which has been deployed since the fall of 2020, and the mosaic tile mural design for the aquarium "Xpark" in Taiwan, which opened in 2019. , What are some of the most recent cases?

2016: 20th Brussels Flower Carpet (Venue: Brussels, Belgium)

2018: "Shiroi Koibito Park" (Location: Hokkaido)

“We have just finished work for khb East Japan Broadcasting, a TV station in Miyagi Prefecture affiliated with TV Asahi. ”

"Logo design is not the end, it is something that can be used for a long time after being separated from the creator."

――It is branding from CI (corporate identity) change.

“Yes. A logo that symbolizes a corporate brand is not created by a designer and ends there. It is something that the company and its employees will continue to use for a long time. Therefore, at IVD, before we start designing, we place great importance on dialogue and communication with our employees.We talk about the future of the company, our own thoughts, what we want to achieve, and so on. Mr. khb also set up a place for dialogue first.”

――Based on those dialogues and communications, you discuss the direction of the design.

“Before designing, we take in the many words that come out of the dialogue and organize them. Then we present the 'words of thought' and repeat them until we can share them with each other. We call this “word sharing”.
At khb, each and every employee is a company that truly values Miyagi Prefecture, the region, and the viewers. And I learned that we have a strong desire to continue to be a broadcasting station that gives peace of mind and trust along with the connections with everyone. On top of that, as a broadcasting station, we will continue to take on challenges positively, we want to be a presence that delivers excitement to our viewers, and we want to transmit the reborn future of khb. We have decided to work on the design. ”

――It means that you are a company that values ties with the local community. What other "words" are there?

"There were also comments such as 'I value the mascot character Guriri' and 'I want to impress the 5 of Channel 5'. When designing the new logo, I was conscious of that. ."

――So you started designing after listening to the actual voices of your employees?

“We designed the logo with words such as 'reborn', 'sense of unity with the community', 'attachment' and 'challenging spirit' derived from 'sharing words' in mind. We posted it side by side with each station and gave a presentation with catchphrases."

――You also suggested refinement of khb's character.

"That's right. The character 'Guriri' was designed by Mikio Igarashi, a cartoonist, and is a very cute character that is loved by the locals. Guriri is even more loved in the new CI world. I wondered if I could do something to help, so I respected the teacher's Guriri and refined it.I also made a three-dimensional model of Guriri. I decided to go down to the smallest details.”

(Top) Refined Guriri (Bottom) Fujie Suzuki confirming the details of Guriri's three-dimensional modeling

--What was khb's reaction after the presentation?

"You said, 'What kind of thing will be completed with the three letters (khb)? Also, it seems that they were surprised by the variation of the design I proposed, which made me very happy.At the same time as the logo, I proposed a slogan "Asuto Tomodachi", which also has a meaning. Furthermore, it was decided that the new office building after the move would be built in an area called "Tomorrow and Nagamachi", so I thought of a copy that combines "tomorrow" and "tomorrow".Khb's office building before the move By relocating from there to the Nagamachi area, we wanted to interact with people in the area, with whom we had little interaction until now.

――You also created a manual for using the new logo, right? Pink, blue, and purple are used in the new logo that has been adopted and are also corporate colors. Why did you choose this color?

“Each color has a meaning. Pink expresses kindness and affection for viewers and local people. Blue expresses peace of mind, sincerity, and sophistication. By combining these three colors, which are perfect for the image of the future TV station that you are aiming for, we have put that feeling into the logo.”

――I would like to ask you again, Mr. Suzuki, what is your awareness of branding work?

“Construction of the concept and VI, designing the logo mark, conducting a presentation, and receiving a decision.
In the branding business, the important thing is that the branding is the trigger, the awareness of the necessity and the momentum in the client's company increase, and the communication between the employees is born.
As IVD work, output such as design, concept, and visualization are attracting attention, but in branding work, I think it is important to design the process.

Therefore, through repeated meetings and dialogues with the client and the presentation of various materials, the client's representative, who was initially reserved, changed to say, "We'll think about it too!" is a very happy trend for me. I feel that it is becoming my own [thing], and based on the content of the discussion, I will propose a design (visualized [thing]) through repeated dialogue. . This is a state where I am already creating a design with the client, and I value such a process. ”

What kind of thinking is "approaching space from visual design"?

From space design, pictogram design for signs, to applications such as business cards and envelopes, we provide total design while preserving the world view of the brand.

――Our mission is to perform visual design that creates new brand value by fusing with space. Looking at the case of khb, I think that the work content is exactly as you said at the beginning, but I would like to talk a little more about what it means to "approach space from visual design". can you please

"I think there are two main directions for the work you request. One is 'visual design as a component of space design'. For example, the Belgian flower carpet or Xpark's mosaic tile mural, where the visual design itself becomes the main element in constructing the space.

The other is "visual design for constructing VI and expressing the world view of the brand in space".
This applies to khb and Shiroi Koibito Park, which I explained this time. Of course, the two approaches are not independent, and there are many overlapping parts, but if you dare to separate them, this is the image.
I would like to talk about the latter here.

When clients plan new facilities and stores, or renovate them, they often start new business formats and brands, and rebranding, which has been increasing in recent years, is the NOMURA Co., Ltd. for this. The timing is mainly from the planning and design stage related to space.
In other words, at the stage of branding and VI construction, it was difficult to say, "Let's ask Nomura."
The reason for this is that NOMURA Co., Ltd. is not recognized as having a team that specializes in this kind of design area. This is a problem of our power of communication.
In addition, there are many people who are not aware of the necessity of constructing VIs on the client side, do not know what to do, or do not know in the first place. Don't get me wrong, it's a given for most clients. It is important to get close to such people, like the branding process I explained earlier, build a concept and VI through repeated dialogue, and approach the space. ”

――So there are a lot of requests where space design and visual identity are considered separately.

“Yes, but in reality VI and space are linked, and I think it is very important to think together. The people involved in the project share the “image of the moment” and then proceed to create the space. By doing so, I believe that a stronger and unified brand world view will be created. increase"

――In the case of khb, the logo, the character Guriri, the pictogram, and the sign used at the Guriri Cafe attached to the new company building were all designed by IVD in total. So you have a feeling.

“Yes. That’s why I would like to talk with clients not only when they consult us about new business formats and brands, but also when NOMURA Co., Ltd. receives requests from the planning and design stages regarding space. That's what IVD thinks.
We will share the thoughts of companies and everyone who works there, think together about the direction we should aim for, and create a worldview together.
I think that we at NOMURA Co., Ltd. can propose something that integrates the brand's world view and space design, and we believe that this will lead to an increase in the brand value of the company. I believe that is the direction that IVD should aim for.”

Advertisements, cameras, museums—dreams come true because I joined Nomura.

――By the way, Mr. Suzuki, who specialized in graphic design when he was a student, chose to join NOMURA Co., Ltd., which specializes in space design.

“When I was a student, I had dreams of creating advertisements that touched people’s hearts and creating a museum that conveyed the life of one person to future generations. I thought I would never be able to make my dreams come true, but before I knew it, I had the opportunity to work on advertisement designs for Nomura, and to be involved in the Kawasaki City Fujiko F Fujio Museum, which I respect and admire. Also, when I was a student, I was so fond of photography that I developed my own film, printed it on photographic paper, and made ideal photographs in a darkroom, so much so that I even took an entrance exam for a camera manufacturer. , After joining Nomura, I worked on advertisements and showrooms for camera manufacturers.This is a dream come true because NOMURA Co., Ltd. 's creatives do not have restrictions that ``you should not set foot in this genre.'' I think so."

――I heard that the person in charge who hired Mr. Suzuki said something at the time.

"Yes. He said, 'From now on, NOMURA Co., Ltd. wants designers like you to create spaces. I think we need people like you.' After a long period of time, I was entrusted with the IVD team, and I feel that I have finally been able to meet the expectations I had at that time.”

――By hiring Mr. Suzuki, who specializes in graphics, it can be said that the area of design for NOMURA Co., Ltd., Ltd. has expanded, such as the formulation of corporate CI and VI, such as Mr. khb, who explained, so the person in charge is foresight. It means that you had the light of the day. Finally, I would like to ask you to tell us a little more about IVD, which currently consists of seven people, including Mr. Suzuki.

"We always work while sharing the goals and vision of IVD. We are a team that can face our work seriously while improving our abilities and stimulating each other every day. We have a relationship of mutual respect. I feel that this creates a sense of unity and solidarity.Information exchange is also active, such as inviting each other to creative events.
Regarding the business process, when I receive a request, I confirm the request, given conditions, direction of consideration, etc. before starting. In addition, we will check the progress and before making a proposal in the same way. Especially in branding work, I try to be aware of the connection with the client's business strategy and management strategy. ”

――The daily life of the IVD members who stimulate each other and work hard while working hard seems to come to mind. Thank you for today.

khb East Japan Broadcasting's new CI formulation and branding will be disclosed in more detail at a later date through a dialogue between khb East Japan Broadcasting and Fujie Suzuki.
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