THE DESIGN ASSOCIATES
We at TDA have been developing corporate identities (including marks and logos), package designs, and branding for over 20 years, through which we have steadily earned the trust of our clients.
Our success in providing business solutions is supported by two conceptual pillars: The Imaginator, who is a visual concept creator that offers a comprehensive service that begins with formation of ideas and includes naming and design development; and Signal Communication, which is a strategy for various applications of symbolic communication.
We also promptly respond to needs of our clients who require development of naming and messages geared toward overseas markets in various languages such as English, Chinese, Spanish, and German.
Past Work
![JT [MILDSEVEN]](/en/img/static/p_mildseven.jpg)
JT [MILDSEVEN]
The cigarette brand Mild Seven tackled the challenge of creating a new symbolic design. The symbolism of the logo was heightened to make it linger in the viewers' minds whenever encountered.
Inheriting the former image of the brand, youthful dynamism is expressed in a blue and white motif and under the nickname "Blue Wind." The design can be flexibly adapted to an expanding range of product groups.
There appears to be a grammatical problem in the first sentence here. Because, as stated, "Inheriting..." modifies "youth dynamism," it seems to be saying that "the former image of the brand" has been inherited by "youthful dynamism," but I'm not sure what that means. Can you fix this?
CALPIS
Systematic know-how is essential for developing designs that make a strong impact on the consumers' minds. Calpis' logo, which has been efficiently applied to a wide variety of media, has proven successful in effectively establishing the brand image.
Calpis' various symbols developed and transformed over the years have accumulated and come to create a unique image easily recognized by Japanese consumers.
![[NYK LOGISTICS & MEGACARRIER]](/en/img/static/p_logisticks.jpg)
NYK LINE [NYK LOGISTICS & MEGACARRIER]
When multiple companies collaborate, a shared identity creates an image that their consumers feel they can trust. That identity can be called a business brand. In this particular venture, while the member companies have maintained their own individual identities, a separate brand identity was newly developed to be shared among them.
WIMBLEDON
Wimbledon, the world's most significant tennis tournament, dates back over 100 years. The development of the symbol for these historical sporting events stands as a classic example of branding, and has come to be regarded in the merchandising business as a pioneering work.
![AJINOMOTO [VONO]](/en/img/static/p_vono.jpg)
AJINOMOTO [VONO]
An instant soup brand that has been developed and expanded in Asian markets outside of Japan. All lettering on the packaging for China is in Chinese characters. We develop packaging that reflects the high quality of the product and its well-defined conceptualization by creating designs that match the tastes of each Asian market.
JT [ROOTS]
ROOTS, a canned coffee brand with an already solid position in the Japanese market, has also become recognized as the leading unsweetened (black) coffee brand.
In developing the branding for this black coffee, we carried it beyond the established ROOTS image and created a unique new brand consciousness: AROMA BLACK.
![KIBUN FOODCHEMIFA [SHIZENHA]](/en/img/static/p_shizenha.jpg)
KIBUN FOODCHEMIFA [SHIZENHA]
SHIZEN-HA was born from Kibun's original soy milk, which was expanded overall to create a health-drink brand. To communicate the brand image expressed in the name "shizen-ha" (meaning "preference for all things natural"), the characters were made into a symbol using a straightforward and attractive logotype. We simultaneously developed a collaborative branding for Kibun Foodchemifa.
![ASAHI KASEI [SARAN WRAP]](/en/img/static/p_saranwrap.jpg)
ASAHI KASEI [SARAN WRAP]
Saran Wrap is the best known product of Asahi Kasei Home Products. Development of a new package was an issue that affected the renewal of the entire brand image.
The design development process began with the concept, "a presence that stands out in a modern-style kitchen." A wide variety of ideas were explored in order to create a design that would attract attention in stores. With improved functionality of the package, Saran Wrap has definitely secured its brand position.
QUO CARD
Since its introduction, the Quo Card has grown to become a widely recognized prepaid card. TDA developed both the naming and the brand logo based on the theme of being "unique" and "friendly".
The name "Quo" is taken from the Latin word meaning "anywhere." The client company and its name, which has been changed to Quo Card Co., Ltd., has become a well-known presence in Japan.
RIKKYO UNIVERSITY
Rikkyo University is one of Japan's top six universities with a high profile and rich history. Its tradition and philosophy are grounded in the liberal arts. It continues to send out its message to society by using its symbol for commemorative events such as the anniversaries of its founding and establishment of new departments.
"Many forms of signals"
The goal of signal design is to be a "visual expression that people can identify with." Identification enhances communication and makes the design remain in the viewers' memory.
Profile of Tadatoshi Sato
Profile
- 1948
- Born in Tokyo, Japan.
- 1970
- Graduated Rikkyo (St. Paul's) University, Tokyo; B.A. in Economics.
Completed night school, Kuwasawa Design School. - 1974
- Graduated Art Center College of Design, Los Angeles; B.A. in Advertising and Design.
Designer, Landor Associates, San Francisco. - 1975
- Designer, Bass/Yager & Associates, Los Angeles.
- 1976
- Freelance Designer. Raymond Loewy International, New York.
- 1980
- Founded The Design Associates, Tokyo.
Contact Us / Access
Please contact us by telephone, fax, or e-mail.
The Design Associates
Tel: 03-3404-0328 (main), Fax: 03-3404-0254 (admin)
Address: 3-2-9 Motoazabu, Minato-ku, Tokyo, Japan 106-0046
