hokkaido ballpark f village designed by artless inc. (Japan) - Signage Design -

Jun. 6

hokkaido ballpark f village is a creative community entertainment area containing a baseball stadium and other commercial facilities with the aim of revitalizing the local community. f village is home to es con field hokkaido, japan’s first natural turf ballpark with a retractable roof. we collaborated with dentsu in the design of the v.i. (visual identity), including the logo, brand colors, and brand type face, as well as the signage design for the ballpark and inside the stadium.

we oversaw the v.i., encompassing the logo, stationary and goods concept design, and wayfinding for hokkaido ballpark f village and es con field hokkaido. the logotype’s italicized letterforms represent movement and positivity while the star was an element borrowed from the home baseball team, hokkaido nipponham fighters.
for es con field, iconic gabled roofs of traditional homes in hokkaido inspired the roof of the stadium which became the foundation of the logo design and signage system for the stadium and surrounding f village.

to create a logical system that has a sense of unity with the architecture and visual identity we developed an arrow system inspired by the iconic roof of the ballpark. this arrow design is being implemented in all aspects of the wayfinding design, not only architecturally, but also as an extension of the visual identity: throughout the park, at the stadium, and on the web and other digital devices. we visualized the signage as a common language that leads guests throughout the park and stadium in an intuitive manner without being bound by the limitations of language—a communication tool that encompasses the visual identity. in order to keep the typographic number system uniform with the entirety of f village we developed an evenly spaced template of the numbers so the developers could implement the system easily on scale.

we are building a brand design system that allows for consistent visual communication across all physical brand experiences.