goethe institut japan
logotype,
visual identity
japan 2003

language is a thoughtful companion. it explains, it enlightens. words tell us about place and time. the words are the message. people in japan will read the german word »gemütlichkeit«. they may know the word, they may not. they will say it aloud, and enjoy the sound of the language. they will decipher it, demystify it. they will speak with others. the design shows the dual-language »deutschland in japan« logo. arranged around it are a number of german words – aufklärung, gemütlichkeit, kitsch, überich, wanderlust, zeitgeist. words that have entered other languages or are »typically german«. they put the spotlight on german culture – which is set apart as these concepts are demystified. communication takes place between the read er and the german language which is steeped in german culture.