The identity centers this core character as typography, logo, mascot, and the structure of its reactive design system. They modernized the character through clean, geometric forms inspired by the ichimatsu moyo (市松模様) checker pattern, which represents uninterrupted prosperity and growth.
The new logo resurfaces the geometric nature of the original symbol.
The layout system starts with the symbol. The compositions developed from it retain a consistent degree of clarity in any expression.
In layouts, the character defines a grid system grounded in the four corners, articulating consistency, craft, and modulation. Stretching and adapting across content and scale, this modularity becomes a metaphor for Chiba Tech's global partnerships.
This graphic methodology-symbol as layout-enables the brand to extend beyond prescriptive layouts and reach more nuanced visual territories.
The color palette uses a proprietary zig-zag method that enables a wide array of color combinations.
A custom typeface titled "3×4" reimagines the ichimatsu pattern as typography.
Pentagram created two custom typefaces: one inspired by the ichimatsu pattern, and a monospace font derived from the square form of the core character. As these Latin and Japanese forms encounter one another across Chiba Tech's visual identity, they function much like two students from opposite sides of the world.
The typeface performs beyond the headline, it acts as a graphic layout.
A custom "5x5" typeface references the digital and pixelated nature of the identity.
Anthropomorphized, the 'Chibuggy' draws, lasercuts, and jumps across the brand system, providing expansive opportunities for application. Chibuggy is emotive, announcing acceptances, enthusiastically campaigning, and bringing warmth to an otherwise rigid system.
From the symbol, an extended logotype containing the full name is provided as a graphic element.
