Less Me, More We

The long-established Ryukoku University in Kyoto was founded to disseminate the teachings of the progressive Buddhist monk Shinran. The new brand design aims to show that Ryukoku’s messages are adapted to the thinking of each new generation. Based on the behavioural philosophy of Introspective Altruism, provocative statements such as “Less Me, More We” were created and implemented in a bold, minimalist design highlighted by the brand colour red. The design links the messages to the imagery, which suggests a sense of responsibility and urgency. The logo, positioned on the boundary line that divides each design into two parts, demonstrates the university’s commitment to providing results to today’s challenges.