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Survey on the actual situation of Japanese design archives

what is going on?Design archives of these people


Motoo Nakanishi

CIO strategy consultant PAOS group representative


Interview: July 24, 2017 14: 00 ~ 15: 30
Location: PAOS office
Interviewer: Yasuko Yukui
Writing: Yasuko Sekiko



Motoo Nakanishi

CI strategy consultant, representative of PAOS group

Born in Kobe City.
After graduating from Kuwasawa Design Institute in 1964, she graduated from Waseda University's First Literature Art Department.
1968 Established PAOS Corporation.
1980 Established PAOSNew York.
1997 Established PAOS Shanghai.
1998 Established Nakanishi Motohiro Corporation (PAOS Tokyo).
2000 Established World Good Design Co., Ltd.

2004 - 2008 Waseda University Strategic Design Research Institute Visiting Professor
Participation in the same pressroom from 2006 to 2010
2010 ~ "STRAMD (Strategic Management Design Human Resources Development Course)" Opened
The 1st Katsumi winning prize, daily design award, SDA Grand Prize and others awarded

Motoo Nakanishi



Nakanishi Motohara is a meritorious person who arranged and established CI (Corporate Identity) originating from the West Europe and Japan independently.In the late 1970s when CI's efforts in Japan became active, after the Tokyo Olympic Games in 1964 and the Osaka World Exposition in 1970, it overlaps with the era when the Japanese economy has reached maturity from high growth.At the same time, many Japanese companies such as SONY, HONDA and others advanced to overseas in search of new markets and were in the midst of internationalization.Against such a background, many companies have rebuilt the philosophy and aimed to establish the appearance of companies that are also accepted internationally.
Prior to the Japanese company, the idea of total designing of logotype (letters designed company name, product name, brand name etc.) and symbol mark (symbols symbolizing companies, organizations, projects etc), symbol colors etc There were no traditional family crests and trademarks as marks and symbols as they were.Therefore, despite providing excellent products and services, it was difficult to make the company recognize consistency.At that time, PAOS led by Nakanishi succeeded in realizing a total designed design, that is, CI which embodies the corporate philosophy.It was the driving force to expand the interpretation of "design = product design" to "design = corporate management resources".
Another thing to notice in PAOS's work is the adoption of an open system in the project.Designers and researchers have been working together with freelance designers as well as within PAOS to realize the best design results for the client company. (For example, NTT has made great success with the use of Otoko Kamekura, a master of graphic design world, which is known for poster design of the Tokyo Olympic Games. )From 2000 onwards, it means that we have already realized how to proceed work such as collaboration and alliance that became the Internet society spreading more than 20 years ago.
The work of PAOS is different in nature from the designer's work principle.The subject of the business is essentially management consulting, design is the result, it belongs to the company that is the client.However, it is a very important design archive for Japanese design.



· Sekisui Heim (1973)
· Mazda (1975)
· Matsuya Ginza (1978)
· Kenwood (1982)
· Kanagawa Prefecture (1983)
· Bridgestone (1984)
· NTT (1985)
· Toray (1986)
· ITOCHU Corporation (1992)
· NTT DoCoMo (1992)
· Benesse Corporation (1994)
· Waseda University (2007)



"" Design Policy (Formation of Corporate Image) "co-authored by Hamaguchi Ryuichi (1964) art publisher
"DECOMAS - design integration as a management strategy" (1971) Sanseido
"Companies and design systems in all 13 volumes" (1979 to 1983) Industrial efficiency college publication department
"Aesthetic management to create value" (1989) PHP laboratory
"The idea of impressive growth" (1995) President
"CI selection of the world -Identity Design of the World" (2001) Shanghai dictionary publisher
"Pulsating high-rise city drastic change record 35 years" (2006)
"Corporate Identity Strategy" (2010) Seikondo Shinkansha


Nakanishi Motohi work



What we have done consistently,
I think that it is "design thinking" and its practice itself.

Develop Japanese type CI


- Mr. Nakanishi established an organization called PAOS to inform the concept of CI (corporate identity) and brand design which was hardly conscious of before in Japan, and has more than 100 CI and VI (visual identity) , Practicing brand and business development.It was the management consulting of a number of companies with a trump card called "design".The record can be thought of as a design history of Japan, materials important for corporate management, archives.


Since Nakanishi PAOS was founded in 1968, it is founded in next year (2018) 50 years.Meanwhile, I have been engaged in management consulting of more than 100 companies with the viewpoint of "design" as the core.We have made corporate philosophy and way of business visible by "nuclear expansion design" such as CI / VI, brand design method, symbol mark, logotype, signature, printed matter, recently web design.We recognize that the design work we have done is different from the workmanship of so-called designers.


- Surely it is.The design that PAOS has worked on is a design as a means of management strategy to the last, and the important thing is that it is the company's existence and the strategy and concept of business development in the background.Even so, I think the CI manual I saw earlier is packed with enormous design ideas and know-how, and I think that even that alone is an important design archive.


Nakanishi We will work on consulting and development of CI / VI in a span of several years and ultimately deliver them to a client company as a series of manuals or software assets.After that, since the company develops it according to the manual, we regard them as management resources on the client side rather than as a PAOS design archive.


- However, by the completion of one manual, enormous research and design work by various experts is practiced.There may be a lot of information and knowledge that did not fit in the manual.What is the current state of such materials?


Records of Nakanishi individual projects, survey data, materials, design work etc. are currently stored in five warehouses separately.


- What exactly are they like?


Nakanishi CI and brand strategy manual that was collected from well-known companies around the world are located about 350 books.In addition, there are materials such as reference materials on consulting, PAOS itself collected and produced for each project, design work such as idea sketches and studies of logos and symbol marks, but too much Even I can not remember it well.The problem is how to take over and utilize these global materials in the future.


Leave the design thought books


- Mr. Nakanishi himself established his own design workshop at Waseda University and was carrying out research research to be a pioneer of PAOS.As part of that, you started by writing letters directly to Western companies such as 3M, Coca-Cola, IBM, British National Railways and collecting design manuals.


It is because I thought it important to know the realities of Europe and the United States ahead of Nakanishi .To my surprise, many companies provided valuable manuals to the research group 's offer from one university in Japan.I was surprised and appreciative of such a corporate attitude.


- And, by deepening the activities further by referring to them, it is still summarized in the book "DECOMAS - design integration as a management strategy" which is still a Japanese type CI bible.DECOMAS stands for Design Coordination as A Management Strategy, and the publication in 1971 was exactly the first year of CI in Japan, and 10 editions were repeated in 30 years.After that, the second step "New DECOMAS - Creation of a Design Conscious Company" has also been published.There are many other books, but all of them can be said to be a design archive that considers the practice of PAOS with Ms. Nakanishi.


Nakanishi It certainly may be so.


- In the first place, what kind of thing did PAOS aimed for introducing CI originating from Europe and the United States into Japan?


Nakanishi From the beginning, we have stuck with the creation of Japan's own CI / VI.For example, American design is marketing oriented.It comes from the cultural nature of American companies that prioritize business.CI and brand design also have a similar tendency.Meanwhile, recently it has changed a lot, but Japanese companies have their own business climate and existential culture, not necessarily a lot of marketing.As a result, it was essential to develop Japanese type CI by a different approach from America.From the late 1970's to the 1980's and 1990's, companies came to maturity from growth and conscious companies were more active in raising the culture and beauty as a company.In other words, "Beauty for Profit = Beauty of Profit", it was thought that working on CI would improve profit.


- As a Japanese type CI, it became the background behind many companies working in the 1980s?


Nakanishi Recently I often hear the words "design thinking" and "design thinking", but I think that what we have done consistently is exactly "design thinking" and its practice itself.I myself believe that CI is an expression of corporate thinking, management, consciousness of existence.So, I think that it is very important to record our activities in books etc.


- Why is it like a book?


I think that designs such as Nakanishi logo and symbolic marks are not eternal, but will change with the times.Of course we intend to propose long-lasting designs, but recently we may have to change due to changes in the business environment like M & A.However, thought and philosophy summarized as a book are intellectual stocks that can develop and deepen in accordance with the times.


About design museum


- How do you think about Japanese design archives or design museums?


Nakanishi Although I was out of steam for the 1995 Great Hanshin Awaji earthquake, I was thinking about planning as "Kobe City Design History Museum".The proposal is still saved.At that time Kobe was under the mayor of Miyazaki Tatsuo, supported by abundant funds, had its own business plan called "Kobe city corporation". "Design History Museum "is one of them, and I was born in Kobe City and I was consulted because I was working on numerous CI and business designs.
In the 1990s, the CI boom also settled down, "From now on it's a brand design!"It was said.For me, as CI in the information society originally included the concept of brand strategy, I felt regret that CI is only understood surface-wise.With that in mind, I was thinking of suggesting a museum as a condensation of living culture which is not just a design exhibition of things.


- What was your specific vision?


In the Nakanishi 90's, the bubble burst and the people's lust had finally settled, and the quality of life and culture were required.Instead of merely displaying the design work, we conceived a museum where we can gather together the software and hardware such as the background and structure in which the design was born, and conduct research and research.
For example, we reproduce the famous house of William Morris, who promoted the Arts and Crafts movement that happened in England in the latter half of the 19th century, and furniture, tools and modern art works of the time were also exhibited in the interior to display modern design I would like the bud to be experienced as space and environment.I wanted to reproduce the living of the same age as much as possible about 30 famous houses decorating such modern design history, and to show the essence and role of design as a system through people's living place and tools.
The Museum park was producing models, but the Great Hanshin Earthquake occurred, Kobe City is no longer so much.It has been more than 20 years since then that it is a shame that the design museum in Japan is not born.


- Mr. Nakanishi said that there are only 5 PAE archives and five warehouses.In addition, it seems that next year is the 50 th anniversary of PAOS foundation.So there is not any exhibition or symposium plan that looks back on the history of CI in Japan and at the same time prospects for the future? I think that it will be a very meaningful plan now, as the way in which the company changes dramatically.


Nakanishi Really so glad you said.By chance, at the request of JAGDA (Japan Graphic Designers Association) Kanagawa district, we held an exhibition titled "World Exhibition of Nakanishi Motoho", looking back on 50 years at Yokohama National University.From the visitors, we received many voices such as "I got to know the new meaning of the design and the world".


- Thank you for your precious story today.



Censure: Yasuko Seki




what is going on?
Design archives of these people

There is also the possibility of changing subjects of survey.

The subjects (individuals) to be surveyed have been selected, including those who have already died, referring to the 2006 Asahi Shimbun publication "The Great Masters who have designed Nippon".

* Is a person who has died.




Let's talk about Shiro Kuramata

Symposium held

Shiro Kuramata (1934-1991) is a legendary designer who was active in the 1960s and 1980s.
His character and his work continue to fascinate people all over the world.
Thirty years before his death, he held a symposium to connect the design of Kuramata to the younger generation from the past to the present and the future as "Introduction to Shiro Kuramata".


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