Draft & Draft Service by Yuta Takahashi
Draft & Draft Service is a company from Shikoku, Japan, that works with decoration and cleaning. It was brought to life by its two presidents, who both carry out various roles within the company, in their respective fields of expertise.
In order to express the identity of the company, we have drawn attention to the Japanese notion of "Ibushigin". Unmaintained silver products will get dirty and blacken, but when well looked after, they will sparkle with a sharp colour. In Japan, we call that colour "Ibushigin". The term is also used to describe skilled craftsmanship or reserved beauty.
Using this Ibushigin in our color palette, we have expressed an unassertive beauty preserved through decoration and cleaning. For our typeface, we wished to harmonise with the neutral colour palette, so used a font between serif and sans-serif, Optima.
The icon symbolising the two presidents, taken from the initials of the company name, makes it possible to develop the company's logo type as the basis of a uniform identity. The line successfully functioning within the whole system, separates the space, and emphasizes the "choice" impression from which the name derives.
What do you think of Draft & Draft Service's identity?
To read our interview with Yuta about his work and studio, click here.