New’s TO-O – Identity & Signage

The VI/sign scheme for a cultural complex, New’s TO-O, owned by a newspaper company To-o Nippo Press. New’s TO-O is a cultural/information hub containing halls and coworking spaces. The news being born and transmitted from this place was visualized using the balloon shape widely deployed to guidance signs, glass collision preventing marks, and the back yard, creating an effect as if the balloons were responding to each other.