BED & LOCAL SHIBAMATA FU-TEN
11th May 2017
UMA recently created the branding identity, signage and wayfinding for a new hotel in Tokyo. The hotel gets its name from a 1970’s Japanese comedy film, and its logo references the main character’s hat. Not being familiar with the film or the character, I didn’t get the reference when I first saw it and I imagine that would also be the case for many of the foreigners who might stay at the hotel. But maybe that would create a nice talking point when they come to visit? After realising the what the logo actually is, I could appreciate the minimal way in which the hat was represented, and the idea of the hotel being a comfortable and welcoming place to hang your hat.
To indicate floors and rooms, a mix of Arabic numerals and Japanese kanji characters are used to denote the numbers.