FUHA — The expression of air
Visual Identity, Art Direction
Year: 2015
Client: Daikin Industries, Ltd.
Agency: FABRICA
Photo: Furio Marco Magliani, Marco Zanin
*FUHA is a trademark of DAIKIN INDUSTRIES, LTD.
Summary
FUHA – The expression of air is an exhibition exploring humanity’s intimate relationship with air.
The visual identity needed to translate the Japanese concept for an international audience at Milan Design Week.
Deliverables
Logo
Visual Identity Elements
Custom Typeface
Catalogue
Invitation
Posters
Banners
Captions
The multi-sensory exhibition was named after two Japanese onomatopoeic expressions that evoke human breath: FU and HA. FU echoes the sound of blowing on something to cool it down, while HA recalls the sound of a warming exhale.
The challenge was to design a global identity for this Japanese concept. Observing the subtle movements of paper blown by breath, we created a light and airy typeface that breezily drifts across neutral-toned applications, as if floating through the air.
Alternative Logo
Custom Typeface 01
Custom Typeface 02
Visual Identity Elements
