2018
Nikko Line “Iroha”
Logos, Visual Identity, Train Exterior
A “running PR train” for foreign tourists visiting one of the most famous tourist sites in Japan, Nikko, Tochigi Prefecture. The client asked for a calm design that is not too showy, in consideration of the commuting customers, while also providing wayside information between Utsunomiya and Nikko. 
The name IROHA is derived from the word “iroha*”, meaning “the beginning of things, the basics,” and the famous tourist attraction, Irohazaka, in Nikko. The design of the logo uses the hiragana syllable “I” as a motif, along with the curve of the winding road of Irohazaka. The colorful ribbon in the logo is composed of 48 colors, which is the number of curves of Irohazaka, and represents the fun of Nikko. The brown part expresses the silhouette of both the letter “I” of IROHA, as well as the cross section of a train rail. On the exterior of the train, there are designs inspired by various Nikko motifs, such as from Toshogu's Drum Tower, metallic parts of metal door that is part of the Five-story Pagoda, and the local wooden latticework, Kanuma Kumiko. Additionally, there are characters related to Nikko: a dragon, a phoenix, a lion, and daylilies. lllustrations of the landscape were also adopted, such as Kegon Falls and Lake Chuzenji. We stopped selling in-car advertising space and use all of that space to provide wayside information of the railway line that IROHA runs on.
*“i” “ro” “ha” are the first three of the 48 syllables of the formerly used Japanese alphabet (now known as “aiueo”); and “zaka”, which means “slope”. The winding Irohazaka was so named because together they consist of 48 hairpin turns.
Client: East Japan Railway Company Omiya Branch
Planning / Direction: EAST JAPAN MARKETING & COMMUNICATIONS, INC.
Producer: Entertainment Bowl Co., Ltd.
Design: Shunpei Yokoyama Design Office
Train Photography: Champon oolong-cha
JR日光線「IROHA」
日本を代表する観光地・日光を訪れる外国人観光客に向けた「走るPR列車」プロジェクト。宇都宮〜日光の沿線情報も発信しながら、通勤・通学の利用客も考慮して、華美に寄りすぎない落ち着いたデザインを求められた。
名称は「物事のはじまり」と日光の名所「いろは坂」を掛け合わせた「IROHA」。シンボルマークのデザインは、「いろは坂」のカーブをモチーフに、平仮名「い」を掲げた。カラフルな帯は「いろは坂」のカーブの数に合わせて48色で構成し、日光道中の楽しさを演出。ベースの囲みはアルファベット頭文字「I」のシルエット、そして鉄道のレール断面も表現している。
列車外観は東照宮「鼓楼の袴腰」や「五重塔の扉金具」、沿線の名物「鹿沼組子」などをモチーフとした図案、日光にまつわるキャラクター「龍」「鳳凰」「獅子」「キスゲ」と、景観「華厳の滝」「中禅寺湖」のイラストを配している。車内広告枠は売り止めとし、すべてのスペースを使って沿線情報を発信している。
クライアント: 東日本旅客鉄道株式会社 大宮支社
企画・ディレクション:ジェイアール東日本企画
プロデューサー:株式会社エンターテイメントボウル

デザイン:株式会社横山俊平デザイン事務所
列車撮影:ちゃんぽん烏龍茶