Mount fuji branding

This wordmark uses high contrast letterforms to illustrate the destructive and restorative nature of Mount Fuji as a volcano and source of fresh water.  The intersections of the letterforms create a shape that pays homage to Japanese shrines located on the mountain, and accentuates the spirituality tied to it. Lastly, the negative space in the “F” and between the “J” and the “I” conveys the art of traditional Japanese wood joinery.

When applying the wordmark in a poster setting, it is small to entice the reader to come closer while the negative space has a massive presence like the mountain. Vertical type is used to allude to the typesetting of Japanese characters, and the wordmark is reflected to once again show the conflicting nature of the UNESCO world heritage site.