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Introducing the "Hanayaka Kansai: The Flower of Japan - Kansai" Logo

2014/09/01
kansaiLogo.jpg

Kansai Economic Federation and Union of Kansai Governments have created a logo to promote the attractiveness of the entire Kansai region as a unified body to enhance the level of recognition of Kansai among tourists both inside and outside Japan.


About the logo

  • Purpose of production
    This public relations logo will primarily be used for area-wide inbound tourism promotion for the Kansai region*.
    (*Kansai region includes the prefectures of Shiga, Kyoto, Osaka, Hyogo, Nara, Wakayama, Tottori, Tokushima, Fukui, and Mie)
  • Design concept
    • The design of the logo for the core concept of Kansai's regional branding ("Hanayaka Kansai: The Flower of Japan - Kansai") is based on a flower(in Japanese; hana).
    • The roundness of the petals represents the friendliness and modernity of Kansai, while the design of the petals swirling outward from the center symbolizes its resilience and flexibility.
    • Arranged throughout the petals are elements chosen from history/culture, nature, food, industry, and other categories that symbolize "hanayaka" of the 10 prefectures in Kansai, and that are iconic to tourists from both within and outside of the country. (See attachment)
    • Also embedded in this logo is the sincere wish that the 10 prefectures' distinctive appeals will be unified under "The Flower of Japan - Kansai" concept to blossom and spread into a whole and create greater results.
  • Purpose of production
    This public relations logo will primarily be used for area-wide inbound tourism promotion for the Kansai region*.
    (*Kansai region includes the prefectures of Shiga, Kyoto, Osaka, Hyogo, Nara, Wakayama, Tottori, Tokushima, Fukui, and Mie)
  • Color scheme
    Painted in a single color of crimson red - one of Japan's most traditional colors - the logo exudes a sense of composure while retaining a sense of gorgeousness and tradition.
  • Catchphrase
    • "The Flower of Japan - Kansai" captures the meaning of "Hanayaka Kansai" for non-Japanese speakers.
    • Aside from its literal meaning, the term "flower(in Japanese; hana)" implies vigor, prosperity, excellence, and the most beautiful part. It is hoped that this catchphrase will give people the impression that Kansai is the most picturesque and an exceptionally gorgeous part of Japan.

<Example uses>

  • To be featured on the Kansai Window website (The Foundation for Kansai Region Promotion) and other websites of municipalities, tourism organizations, working group member companies, and Kankeiren
  • To be used as a symbol for Kansai's PR when municipalities and private businesses have booths at tourism expositions outside of Japan
  • To have its use promoted in foreign tourism websites, travel brochures for visitors to Japan, etc.
  • To be used for daily business at member companies involved in inbound tourism (airports, airlines, railways, travel agencies, hotels, department stores, etc.)

Ref. "The Flower of Japan - Kansai"

  • "The Flower of Japan - Kansai" is a core concept of Kansai's regional branding that was proposed in "Hanayaka Kansai - Proposals on Creation/Dissemination of the Kansai Brand and Promotion of Tourism." That 2009 report was compiled by a Kankeiren study group chaired by Shozo Murata (Senior Managing Director, Art Corporation) in response to the demand for a core concept that could form the basis for determining the "distinctive features and attractions that Kansai has to offer" in branding the Kansai region for the world. In September 2013, it was officially adopted as a core concept of the regional brand by the Union of Kansai Governments.
  • The Kansai region possesses great diversity, encompassing not only its history of brilliant and beautiful court culture, natural beauty, and historical heritage, but also its background of tradition and creative ideas, status as a brilliant storehouse of cutting-edge knowledge, its concentration of advanced and innovative manufacturers and SMEs that support them, and its environmentally-advanced initiatives. Its Kannon worship--a culture of prayer that forms an integral part of people's lives--and other aspects create a beautiful spiritual culture. "The Flower of Japan - Kansai" is a shared ideal that is both strategic and future-oriented, formulated as a result of redefining the resources of the Kansai brand and designing future perspectives based on the past.
  • Also embedded in this catchphrase is the wish to promote Kansai to the world as a single entity that, while respecting diversity, pulls together appeals of each member prefecture, just as petals gather to make one large flower.

<For details>

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