LogoArchive's Logo Histories

Share this post
Bonus Content: Expo '70 – Logo selection process
www.logohistories.com

Bonus Content: Expo '70 – Logo selection process

The process of finding the 1970 World Expo logo.

Richard Baird
Dec 2, 2021
4
Share this post
Bonus Content: Expo '70 – Logo selection process
www.logohistories.com

Bonus Content

Paid subscribers get access to bonus and extended content. In this Bonus Content preview, read about the Expo ‘70 logo selection process and see some of the early proposals put forward by designers such as Ryuichi Yamashiro and Isao Nishijima. Read our other Expo ‘70 post here for more!


LogoArchive’s Logo Histories is a reader-supported publication. To receive new posts and extended content become paid subscriber.


In 1965 the committee of the Japan World Exposition Association began its work on selecting the theme for the Osaka Expo. Following a series of meetings, the theme of "Progress and Harmony of Mankind” was chosen. A competition was set-up to generate designs for the official symbol. 15 individual practitioners and 2 studios were invited to submit work. These included renowned designers Yusaku Kamekura, Ikko Tanaka, Kazumasa Nagai, Isao Nishijima, Shigeo Fukuda and Tadashi Ohashi.

Logo Proposal, KAK Co., Ltd.
Logo Proposal, Ryuichi Yamashiro

Out of 48 entries, 16 were selected in the first round, 5 were selected in the second round and finally 1 in the third round. This was designed by Isao Nishijima. However, chairman of the Expo Association Taizo Ishizaka rejected the proposal, dismissing it as “too conceptual, difficult for a general audience to grasp”.

Logo Proposal, Iwao Hosoya
Logo Proposal, Isao Nishijima

The Expo Association asked the designers to submit further work again where Chairman Ishizaka and three vice-chairmen joined the judging committee. In April 1966, the now instantly recognisable form of the Expo cherry blossom logo, by local Osaka-based designer Takeshi Otaka was selected. Writing in Issue 85 of “Design” “ Chairman Masaru Katzumie described the logo as very “Oska-like, delicious and cheerful, and has the symbolism suitable for the mark of the World Expo”

Expo ‘70 Design Committee

On the logo itself, the central motif was that of Sakura, or cherry blossom, the national flower of Japan, a motif that could be recognised by an international audience. Its five petals were attributed the value of the five continents, interlinked by their circular arrangement, participating in the Japan World Expo. The circle at its centre, represented Japan with the surrounding space being a place in which ideas flourished between collaborative partners.

Although designed by Takeshi Otaka, much of its power came from the work of Yūsaku Kamekura who designed the international poster. Although Kamekura did submit a logo to the competition, he is oftenly wrong attributed as the designer of the cherry blossom logo.

For those that would like to receive new modernist logo stories every week and support our ongoing research, consider upgrading to become a LogoArchive member.

Share this post
Bonus Content: Expo '70 – Logo selection process
www.logohistories.com
Previous
Next
Comments
TopNewCommunity

No posts

Ready for more?

© 2023 Richard Baird Ltd
Privacy ∙ Terms ∙ Collection notice
Start WritingGet the app
Substack is the home for great writing