Three Emotions Brand Identity
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Three Emotions Brand Identity
Three Emotions Brand Identity is a profound and socially conscious visual communication design created by Japanese designer Tsuyoshi Omori that artfully represents the complex emotional journey of Hansen's disease patients through a sophisticated pictographic system. The identity design, which garnered recognition with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, masterfully integrates three distinct emotional states - agony, sadness, and hope - into a cohesive visual narrative. The design's cornerstone is its innovative bridge-shaped arrangement of mouth elements from each emotion pictogram, which serves a dual symbolic purpose: representing the role of historical mediation for future generations while cleverly incorporating the letter 'H' as a typographic element. This thoughtful design approach, released in 2019 and updated in 2020, draws inspiration from the significant Oku-Nagashima Bridge, known as the Human Recovery Bridge, which stands as a testament to the struggle against discrimination. The identity system, implemented across various touchpoints including posters measuring 594mm x 841mm, has achieved remarkable success in educational institutions and healthcare facilities, effectively communicating its message across generational and cultural boundaries. The design's profound impact is evidenced by its integration into local school history curricula and its role in raising awareness about social discrimination, particularly resonating during the global COVID-19 pandemic when similar themes of isolation and prejudice emerged. The project exemplifies how strategic visual communication can serve as a powerful tool for social change, combining aesthetic sophistication with meaningful historical documentation and advocacy.
brand identity design, social awareness campaign, pictographic system, emotional storytelling, heritage preservation, visual communication
CITATION : "Adam Dawson. 'Three Emotions Brand Identity.' Design+Encyclopedia. https://design-encyclopedia.com/define/three-emotions-brand-identity?E=452127 (Accessed on October 14, 2026)"
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