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MoN Takanawa: The Museum of Narratives

MoN Takanawa: The Museum of Narratives

Brand identity, naming and verbal identity for a radical new cultural destination in Tokyo.

The strategic idea of dimensional time responds to MoN's circular curation - the understanding that while we experience time as linear, ideas, traditions and culture are not: they recur, get reinterpreted, loop back to find new meaning.

The spiral logo, with the M, O, N acronym hidden within, is the most direct expression of our dimensional time idea. This same spiral generates the entire layout logic for the visual system.

Moving from the full arc of MoN's hundred-year programming outlook down to a single evening's event, the zoom mechanic of the spiral is one coherent system operating at every scale.

Paired with the spiral is a bar, the same idea linearised - the narrative thread, before it coils. With no hard stops, and the bar intentionally pressing off edges, the system implies continuation - everything is mid-story.

MoN (mon) means gate in Japanese, and Takanawa is historically known as the gateway to Japan. MoN also stands for the Museum of Narratives; where culture is a story we share, that connects past to present, language to language, and place to idea.

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About the project

Positioned at the heart of Takanawa Gateway City—Japan Rail East’s major new development on the former Shinagawa freight yard—MoN acts as a cultural anchor within the district. Designed as an open and globally connected space, it was conceived with a deliberately broad brief: to host culture in all its forms, from Japanese to international, from historical to contemporary, as part of a continuous and evolving narrative.

MoN is built on the idea that culture should not be confined or observed at a distance, but actively experienced and shared. This principle informed every aspect of Pentagram’s work, shaping the brand strategy, naming, verbal identity, and visual system.

The name

Naming the institution required addressing both its unconventional nature and its multilingual context. “MoN” derives from the Japanese word “mon,” meaning gate, referencing Takanawa’s historical identity as an entry point to Japan. It also stands for Museum of Narratives, reflecting the concept of culture as a shared and ongoing story that links past and present, language and place, and ideas across time.

The idea: Dimensional time

The project called for a framework capable of encompassing a wide spectrum of cultural expression—from Tezuka’s Phoenix to traditional rakugo storytelling, as well as ballet and electronic music—without reducing it to a generalized arts venue. Building on MoN’s existing concept of circular curation, Pentagram introduced the idea of dimensional time. While time is typically understood as linear, culture operates differently: ideas recur, are reinterpreted, and gain new meaning across different contexts and eras.

This perspective establishes MoN as distinct from conventional museums. Rather than presenting culture as fixed or historical, it frames it as active and ongoing, positioning visitors as participants within a living narrative rather than passive observers.

The identity

The visual identity directly reflects the concept of dimensional time. The logo is based on a spiral form—within which the letters M, O, and N can be discerned—serving as the foundation for the entire design system. Through animation and scaling, the spiral transitions from representing a long-term programming vision to a single event, maintaining coherence across different levels of detail.

Accompanying the spiral is a linear bar element, representing the narrative thread before it curves. While the spiral conveys the conceptual framework, the bar supports the practical organization of content across layouts. Its extension beyond edges, without clear endpoints, suggests continuity, reinforcing the idea that the narrative is always in progress.

Typography is consistently bilingual, giving equal prominence to Japanese and English across all applications, from headlines to wayfinding. The color palette is derived from natural cycles, using three core tones—sun, land, and water—referencing forces that shape environments and settlements. This approach provides both a universal quality and a connection to Takanawa’s specific context.

Verbal identity and tone of voice

At its core, MoN is centered on the idea that culture is a narrative through which people define identity, history, and continuity. These narratives—spanning time, geography, and form—are the foundation of its programming and purpose.

The verbal identity developed by Pentagram reflects this dual focus. It communicates with clarity and openness to an international audience, while remaining grounded in local context and community. It emphasizes participation, presenting culture as something lived and shared rather than simply observed.

The opening theme, Life as Culture - 生きるは、ブンカだ, expresses this balance. The Japanese and English versions coexist without direct translation, each maintaining its own meaning. Together, they convey the idea that culture is embedded in everyday life, and that the stories connecting people—across time, language, and experience—are continually unfolding.

Sector

Arts & Culture

Discipline

Brand Identity
Signage & Environmental Graphics
Brand Strategy
Naming
Verbal Identity

Office

London

Partners

Luke Powell
Jody Hudson-Powell

Project Team

Alice Sherwin
Nav Bhatia
Ashley Johnson
Ishaan Pamnani
Harrie Yoo

Publications

Ahmedabad

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MoN Takanawa: The Museum of Narratives

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