1983年,茑屋书店于大阪府枚方市落成,经营宗旨是”通过书籍、音乐和电影向人们展示新的生活方式”。
而2011年在东京代官山问世的茑屋书店则试图再次面向当初的老顾客,
即团块世代(译注:专指日本在1947年到1949年之间出生的一代人,是日本二战后出现的第一次婴儿潮人口。),缔造新的市场。
书店的Logo从“TSUTAYA”转变为“茑屋书店”,Logo形式的焕然一新正代表了项目的寓意。新Logo易读,采用简洁的汉字。
VI设计上,将Logo进行粒子化处理,最终变成点的集合。该作品由日本设计大师原研哉创作。
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