GOOD DESIGN AWARD

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2019

GOOD DESIGN|グッドデザイン・ベスト100

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Award-winning item
Station Space Design [Doraemon Sign, Noborito Station, Odakyu Line]
Business Owner
Odakyu Electric Railway Co., Ltd.
Category
15-02 Contents for the general public
Company
Odakyu Line Noborito Station Character Decoration (Japan)
Odakyu Agency Inc. (Japan)
Award Number
19G151201
Outline of Good Design Award winners
Outline of Good Design Award winners 2019

Outline* The shown information is the one as of the awarded date and might has been changed.

Outline

Focusing on the color tone similarity between Odakyu's corporate color and Doraemon-blue, Noborito Station underwent a redesign encompassing the spirit of Doraemon.It was essential for the central piece of the project to draw attention from the majority of users,so the station signage,a consistent design throughout all stations of Odakyu Line, was redesigned into Noborito original.

Producer

Hiroyuki Arai, ADK Marketing Solutions Inc. + Yuko Nozaki, Yukio Asada, ADK Emotions Inc. + Akihiro Kurihara, ADK Creative One Inc.

Director

Katsuhito Takahashi, Takashi Mizukami, Masakazu Fuchigami, Odakyu Agency Inc.

Designer

Shogo Kishino, Karin Hongo, 6D-K co., Ltd

Already in service/use
2019/2/26

Evaluation

This branding project utilizes the cartoon character Doraemon to promote a train station. Although there is a number of cases in which stations and trains have incorporated famous characters in its marketing efforts, what makes this different from others is that the design does not put the character on the forefront. The station is embellished here and there using the character's signature colors of red, yellow and light blue as well as the pink color of "anywhere door," one of the famous gadgets of the character. As long as the design is well-controlled, you can avoid childish results even when cartoon characters are involved. This project sets a good example for the public transportations in Japan that tend to rely heavily on characters in their branding.

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