This post is an update on (Tokyu) Hands new logo and strategy.
Yesterday the company, now a subsidiary of Cainz, revealed its new corporate ‘Hands’ logo.
The design maintains Hands’s deep green but adds a new motif, based on the Kanji character of a hand.
The new logo will first appear in Nagoya at the Matsuzakaya store, followed by Shibuya in spring 2023 and then summer in Shinjuku. The press report did not say why the changes are being staggered.
According to Management, the new logo symbolises seven values. They include ‘discovering the seeds of a new culture’, ‘being creative’, ‘sticking to the real thing’ and ‘living carefully.’
Does the logo grab you? I quite like its simplicity and flow, although I cannot say it looks like a hand to me.
I am still scratching my head at the brand’s values but perhaps it’s the translation…If anyone can do better here’s the original Japanese!