Sparrow Branding

Corporate Identity Design by Hiroshi Kurisaki

Hiroshi Kurisaki, a renowned designer, has created a captivating corporate identity for SPARROW, a Tokyo-based advertising production company. The design revolves around a sparrow, which serves as the inspiration for the company's name, and incorporates a pine tree as a symbol tree. The concept behind this design stems from a heartwarming story of a pine tree protecting a sparrow from harm, which deeply resonated with the company's founder.

What sets this design apart is its unique representation of the sparrow and the pine tree. Instead of relying on computer-generated imagery or synthesis, Hiroshi Kurisaki collaborated with a talented flower arrangement artist to bring the design to life. The artist meticulously selected actual pine trees and created a realistic model of the sparrow, resulting in a visually stunning and authentic representation.

The design's main visual, which was unveiled on the company's website, is based on a resolution of 1980 x 1080 pixels. Additionally, it was printed on paper as an A3 size output, ensuring its versatility across various mediums.

One of the challenges faced during the design process was striking the right balance between cuteness and professionalism. As SPARROW takes on ambitious projects, the design aimed to convey a strong and serious tone that reflects the company's determination and willingness to tackle challenges head-on.

The project, which commenced in Tokyo during the summer of 2021, took approximately two months to complete, from initial sketches to the final photo shoot. Throughout the process, extensive research was conducted to understand the brand's founding story and to analyze various aspects of the sparrow, such as its appearance and posture. This research informed the visualizations and sketches that ultimately shaped the design.

The success of the branding effort can be seen in the company's ability to attract younger and more talented employees. SPARROW now boasts an office in Shibuya, a vibrant district known for its cutting-edge information and innovation. The use of pine trees in the design was particularly challenging, but it resulted in a unique and visually striking set. The involvement of an artist in assembling the pine set added an extra layer of creativity and artistry to the design process.

This exceptional design has been recognized with the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2023. This prestigious accolade is bestowed upon designs that demonstrate outstanding creativity, resourcefulness, and technical skills. By incorporating best practices in art, science, design, and technology, this design contributes to improving the quality of life and making the world a better place.