WATARI-UM

Shaped by its neighborhood, Watari-um’s new identity becomes an extension of the streets around it.

Watari-um is a contemporary art museum in Tokyo’s Shibuya district redesigned to better reflect its surrounding district and the younger, culturally engaged audience it draws.

The rebrand is built around three core values: connect, experiment, and engage, each translated into its own variation of the logo’s signature mark and paired with a distinct color. Together, they form a flexible identity, allowing the brand to feel cohesive while adapting across different contexts and formats.