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- SOTETSU DESIGN BRAND UP PROJECT
SOTETSU DESIGN BRAND UP PROJECT
By revamping the image from a comprehensive perspective, we have increased the satisfaction and fostered affection among users and residents along the line.
- Public Spaces
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Trains painted in "YOKOHAMA NAVY BLUE" enter the station, which is decorated in dark gray tones as specified in the design guidelines. The station building, trains, etc. are designed in total.
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The key materials used to create the station's unique worldview were brick, steel, and glass, which are materials that evoke the identity of Yokohama, the birthplace of railways.
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The overall grey tone makes the key materials such as bricks and guide signs stand out.
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The train is painted in the original color "YOKOHAMA NAVYBLUE." The deep blue color is inspired by the image of Yokohama's port and sea.
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The interior of the carriages will have a warm grey key colour and will feature dimmable lighting for day and night, Spatial Production a comfortable environment for passengers.
Photo courtesy of Sotetsu Group
About the Project
| Overview | In order to develop the towns along the Sotetsu Line and improve its brand value, the station buildings, carriages, uniforms, commercial facilities, etc., which are the biggest points of contact with current and future line users and residents, were renovated based on a unified design concept. The aim was to make the line a "line of choice" by increasing awareness and favorability. This is an effort to improve the design brand of companies by gradually changing the elements along the line that users will come into contact with over a long period of time. |
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| Issues/Themes | To improve the brand value and recognition of the Sotetsu Group by strengthening the transportation network through direct operations with JR lines and Tokyu lines. |
| Space Solution/Realization | As we approach our 100th anniversary, we have begun Art Direction with attention to detail based on the design concept of "safety x security x elegance," under the philosophy of "Thinking of the next century," which is to create the next 100 years. We have implemented a renewal with a design that is not influenced by trends, is loved by everyone, does not become outdated over time, and develops over time. As for the station buildings, we have established a visual identity by renovating each station according to guidelines that set coloring and materials. |
| Design for Environment | "Universal design seats" that are higher and wider than regular seats have been introduced to make it easier for passengers to stand up and sit down. |
Basic Information
| Client | Sotetsu Holdings,Inc. / Sagami Railway Co.,Ltd |
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| Services Provided | Art Direction: good design company Mizuno Manabu Art Direction, Design, Layout: Tanseisha Co., Ltd. |
| Our Team | Art Direction: Tsuneo Hong Design, Layout: Hisashi Oyama, Kentaro Nagahara, Nao Horio Project Management: Shunji Mitsuishi, Reiha Maekawa |
| Awards | SOTETSU DESIGN BRAND UP PROJECT, Sotetsu 12000 Series Train, Futamatagawa Gate Station: "2019 Good Design Award" Sotetsu 20000 series train: "2018 Good Design Award", Railway Friendship Association "Laurel Award" Renewal of 9000 series carriages, hand straps: "2016 Good Design Award" *The award-winning companies are Sotetsu Holdings,Inc. and Sagami Railway Co.,Ltd |
| Location | Kanagawa, Japan |
| Open | Project started in 2013 (still ongoing) |
| Website | https://www.sotetsu.co.jp/design-pj/ |
| Tag |
Art Direction / Executive Creative Director
Tsuneo Hong
We start by listening to the business owner's requests. We respond to those requests with our own skills in a custom-made way. However, we don't just create what we're told. We provide high-quality, highly effective spaces by blending the expertise of each other's professionals, and solve the business challenges of business owners through design. In that sense, we want to be a true business partner.
Articles
*The shared information and details of the project is accurate as of the date they were posted. There may have been unannounced changes at a later date.
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