Reimagining the Olympic stage for Tokyo, this project explores how identity design can honor a city’s cultural past while envisioning its future. With a balance of tradition and modernity, the work transforms typography into living symbols of Japan’s heritage, offering a vibrant vision for an imagined 2036 Games.

By Jaiwon Lee

This project began with a simple question: What if Tokyo had another chance to host the Olympics in the future?

At the time, I was fascinated by the idea of designing an identity that could represent a city, a culture, and the Olympics was a perfect opportunity. I realized that the Tokyo 2020 Games—held during a global pandemic—hadn’t been the ideal setting for such a celebration. My professor, Ming, and I had long discussions about why Japan might host the Olympics again and which year would feel meaningful. 

The challenge was not only to answer that “why,” but also to create a concept that honored Japan’s rich, multifaceted culture—something so diverse and colorful it’s challenging to capture in a single word. (Not to mention the beautiful identities created for the 1964 Tokyo Olympics.)

Visually, that complexity is expressed in how the letterform “TOKYO” can transform into multiple symbols and shapes, with each variation of the “T” reflecting a different aspect of Japan’s cultural legacy, illustrating the city’s rich, multi-layered identity.

Conceptually, I wanted to show the balance between Japan’s love for tradition—its craftsmanship and artistry—and its lively, modern culture of media and everyday life. That balance inspired the slogan “History Inspires Tomorrow.” It connects Japan’s long cultural history to the journey of the Olympics, from 1964 to 2020, and now to an imagined 2036.

I also had a challenge to create a one-minute motion montage presenting this narrative: digging through the archive of past Olympic footage to show how the identity system can work from tourism, city branding, typography, editorial layouts, social media, and web experiences.

The project was fortunately recognized with several awards, including Graphis. It feels like a significant achievement because I’ve always had this hunger to create an identity that balances my taste of playfulness with clear intention and message. I was able to go all in on color, weave together different narratives, and capture a sense of nostalgia by featuring characters like Super Mario and Doraemon (my childhood heroes!) I also got feedback that the viewers were able to feel the same joy and emotions that the Olympics have given us. I’m deeply grateful to my mentor, Ming, and my incredible TA, Alan, who guided me throughout this journey.

About Jaiwon Lee

Jaiwon Lee is a graphic designer based in Los Angeles and Seoul, specializing in visual identity and typography. He earned a BFA in Graphic Design from ArtCenter College of Design, driven by a passion for both form and communication.

Social: Instagram, Website