Keith Ang

Logo Design – Illustration

Schanze Nozawa, a ski lodge in Nagano, required a brand refresh to reposition itself within a competitive landscape of increasingly modernised lodges. The existing identity felt dated and overly severe, lacking the warmth and contemporary appeal needed to attract a broader, international audience.

Constraints

The new identity needed to retain a sense of heritage while shifting towards a more modern and approachable aesthetic. It also had to function across multiple touchpoints—from digital platforms to physical applications such as merchandise, signage, and in-lodge materials. A key requirement was to incorporate the iconic Olympic ski slope at Nozawa into the brand, while authentically reflecting the local culture and environment.

Decision & Rationale

I developed a dual logo system consisting of an illustrative mark and a refined typographic logo. The illustrative logo, framed within an oval to soften its presence, captures the Olympic slope through a flowing “S” line that references both the lodge’s name and the motion of skiing, alongside natural elements such as trees found in the region. For the typographic mark, I customised a geometric typeface to balance structure with subtle softness, introducing rounded details that echo the forms of Japanese mountain landscapes. To extend the brand into merchandise, I created a manga-inspired illustration system depicting key cultural elements of Nozawa—such as onsens, snow monkeys, and the fire festival—alongside a playful Maneki-neko mascot adapted with a snowboard. This allowed the brand to communicate both place and personality in a way that resonated with visitors.