HANDS

The brand renewal project for HANDS, a retail company established in 1976 that offers a wide range of products, now operating a total of 63 stores in Japan and abroad.The brand retains the well-known nickname “HANDS” and the deep green color to carry on the values that have been inherited since the company’s establishment as TOKYU HANDS.

On the other hand, following the brand’s philosophy of creating lifestyles with own hands, the new logo uses a Chinese character meaning “hand” to give the impression of Japaneseness in abroad. The single stroke writing expresses the hope of connecting the past and the future.It is reminiscent of the previous logo with its long-known motif of “hand wings”, as well as evoking the image of people dancing with excitement.

The goal is to build a consistent brand image by developing the single-thread expression into a wide range of touchpoints, including advertising visuals and in-store signage plans.

该品牌更新Hands的零售公司是一家成立于1976年的零售公司自公司成立以来作为东京手以来已继承的价值观。

另一方面，遵循该品牌用手创造生活方式的哲学，新徽标使用了汉字“手”的汉字来给国外日本的印象。单程写作表达了将过去和未来联系起来的希望。它让人联想到以前的徽标，其众所周知的“手翼”主题，并唤起人们兴奋的人跳舞的形象。

目的是通过将单线程表达式开发为广泛的接触点，包括广告视觉效果和店内标牌计划，建立一致的品牌形象。