Kenya Hara is anti-Dutch.... but he’s ANTI too.

Besides the fact that I am in awe of Kenya Hara as both a writer and a designer, I find it important to include Kenya Hara because he symbolizes a completely different aesthetic from the Dutch school that nonetheless folds into ANTI.

Proposal for Beijing Olympics logo, 2001
Anti-simple logo; Anti-simple serenity
Hara explicitly writes about trying to design a logo that rejects the simplification inherent to most to logo. Furthermore he talks about this logo as something that embraces complexity, yet unlike most complex design, is serene.

MUJI branding
Anti-standard branding

“If most brands are after, MUJI should be after its opposite.” If other brands are about creating consumerist lust, MUJI must become “not appetite, but acceptance.” (Hara, 238) The MUJI graphic identity is famously quiet and neutral, as much an anti-branding as possible.

Idea of exformation
Anti-information
“To exform: make clear how little we know.” (Hara, 371) Hara develops the idea that communication should be about not making known, but reminding how little we know.

More on Hara on my blog.

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 Proposal for Beijing Olympics logo   Anti-simple serenity 
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 MUJI branding   Anti-standard branding 
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 Exformation   Anti-information