This very unusual job involved branding for a funeral directors in Japan. Dignity was set up to create contemporary multi-denominational funeral services.
This unique project creates a very unique problem, how much design is too much? At the moment of grief, people do not want to be intimidated or alienated by design. However it was also important to show that this company had a very novel way of dealing with this natural but taboo subject. The design was minimal and echoed funeral ephemera from the past, but was given a modern twist. Rather than a single logo there are several, all which can be used interchangeably. The logos are based on the ‘D’ of Dignity, which is rotated creating forms that are open to interpretation, possibly the cycle of life, a flower or a Japanese family crest.