Brand Identity And Naming For Mon Takanawa Museum Of Narratives
Pentagram London rebrands Tokyo culture—with a spiral that bends time.
Pentagram developed the brand identity, naming, and verbal system for MoN Takanawa, a new cultural destination in Tokyo. Rooted in the concept of 'dimensional time,' the identity uses a spiral motif to symbolize the continuous reinterpretation of culture and narratives across eras. The bilingual design and natural color palette reflect the museum’s mission to connect global and local stories in an ever-evolving dialogue.
Insights- Creator angle: Pentagram London “does Japan culture” by visualizing the future as a spiral—an identity rooted in “dimensional time” rather than a linear timeline.
- Pentagram developed more than a logo: they created the naming (“MoN Takanawa” / Museum of Narratives), the brand identity, and a verbal system to frame the museum as an evolving dialogue.
- The core design move is a spiral motif, used symbolically to suggest continuous reinterpretation—culture and stories looping across eras instead of being preserved as fixed artifacts.
- The system is explicitly bilingual, supporting the museum’s mission to connect global and local narratives in Tokyo; the typography and language structure are part of the identity, not an afterthought.
- A natural, organic color palette reinforces the conceptual intent—timelessness and continuity—keeping the identity from feeling overly techy despite its “future” framing.