Nippon Design Center USA Inc

Pictograms: Iconic Japanese Designs—Shapes of Essence

Pictograms: Iconic Japanese Designs—本質のかたち

Simplicity is a complex thing to master

Expanding our mission to present a multidisciplinary design approach, we created the exhibition Pictograms: Iconic Japanese Designs—Shapes of Essence, which travels from London to Los Angeles and São Paulo. The exhibition showcases how Japan has shaped global visual communication—from the 1964 Tokyo Olympics icons to today’s emojis.

Exhibition Design 

Exhibition Design 

Exterior view of the exhibition Pictograms: Iconic Japanese Designs—Shapes of Essence, showcasing its bold signage and contemporary architecture.
Front facade of the Pictograms exhibition, featuring minimalist design elements and entrance branding.
View from outside the exhibition hall revealing the main display of Japanese pictogram designs through the glass facade.
Exterior shot showing visitors and interior highlights of the Pictograms exhibition.
Entrance view of the Pictograms exhibition featuring the key visual and title graphics.
Wide interior view of the Pictograms exhibition showcasing spatial design and visual storytelling.
Panoramic interior image showing multiple sections of the Pictograms exhibition.
Comprehensive view of exhibition displays highlighting Japanese pictogram evolution.
Illustration showing the stick-figure origin of Japanese pictogram design.
Dashed-line study depicting the development structure of pictogram forms.
Refined pictogram figure demonstrating the completed, stylized evolution of the design.
Interior overview emphasizing the immersive layout and design flow of the exhibition.
Display panel featuring airplane pictograms representing global travel signage.
Collage panel showcasing pictograms from around the world and their cultural variations.
Close-up image of packaging back label showing everyday pictogram use.
Collection of real-world products displaying functional pictograms.

The exhibition is organized into four zones. It begins with the definition of pictograms and their role in helping us understand the world, followed by the history of pictograms. At its center, visitors can explore the design process to learn how contemporary pictograms—such as Experience Japan Pictograms—are created.

Panel displaying all custom pictograms created for the exhibition.
Display featuring the 1964 Tokyo Olympics pictograms that influenced global design standards.
Exhibit highlighting variations and modern adaptations of Olympic pictograms.
Timeline panel tracing the historical evolution of Japanese pictograms.
View of video installations presenting the animated history of Japanese pictograms.
Visitors observing a wall of pictograms designed for the Pictograms exhibition.

Nippon Design Center introduced Experience Japan Pictograms in 2019 as a new approach to pictogram design, aiming to enrich travel in Japan with clarity and a touch of humor.

Video animation depicting a sumo-themed pictogram in motion.
Wide view combining digital video displays and physical exhibits in the gallery.
Panel showing the design process of a pictogram derived from the shape of an apple.
3D animation showing a walking pictogram figure, bringing symbols to life.
Screenshot from video explaining the formation process of Japanese pictograms.
Display presenting a castle-themed pictogram inspired by Japanese architecture.
Visual breakdown of the design elements that form each pictogram.
Sketches exploring Noh mask expressions as references for pictogram creation.
Model of the Shinkansen bullet train displayed alongside related pictograms.

The core section of the exhibition presents a step-by-step guide to designing contemporary pictograms, from brainstorming and creating design mind maps to isolating essential features of a theme, place, or object, and finally distilling them into iconic, simple images. Visitors will also discover the 40 × 40 grid system, a design tool that works across digital and print media.

Interactive panel allowing visitors to touch and play with pictogram components.
Life-size 3D pictogram installation showcased in the exhibition space.
Full-scale 3D pictogram sculpture viewed within the gallery.
Three-dimensional pictogram representing a Japanese castle.
3D sculpture of a sumo pictogram, highlighting motion and form.
Localized pictogram variation created for the London edition of the exhibition.

Video installations demonstrate how animated and motion pictograms can be intentionally used to teach Japanese cultural manners. At the conclusion of the exhibition, visitors are invited to create their own pictograms using a lightbox and immerse themselves in life-size pictogram installations.

Design adaptation of pictograms for the London venue.
Exterior signage introducing the Pictograms exhibition with bold typography.
Street-level view of outdoor signage promoting the Pictograms exhibition.

This exhibition was organized and supported by Japan House London, Los Angeles, and São Paulo. Installation images are courtesy of Japan House London and were retouched by the Nippon Design Center.

Credits

Creative and Art Director
Daigo Daikoku
Chief Designer
Kosuke Tsurube
Designer
Haruki Kawaguchi, Chiho Yamamoto
Curation and Strategy
Hiroko Kusano
Curatorial and Research Assistant
Saki Uchida
Video Production
Daihei Shibata*, Mariko Tsutsumi, Jiro Minabe, Sei Fukaya
3D Models
Mariko Tsutsumi, Yoshifumi Okuyama
Exhibition Instagram
Saori Komatsu, Ritsuka Komada
Project Manager
Kenji Takaishi
Exhibition Production
Koshin Planning*
Gallery Still Photographer
Jérémie Souteyrat
Installation Images Courtesy
Japan House London
Produced by
Nippon Design Center

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