Nagayoshi Hataoyama's straightforwardness and seriousness are impressive. Born in Niigata in 1990, this graphic designer has loved copying his family's record covers since he was a child. He imagined fictional bands and drew record covers and posters for them. After entering junior high school, he gradually became addicted to playing drums and skateboarding and became interested in street culture, where he would do street graffiti and design and make T-shirts to suit his needs. "It would be cool if I could turn what I liked into a job." So Hatayama set out on a design path.

Studying at Niigata Design School definitely helped him learn more about himself. "When I was doing design exercises and project assignments, when I made physical sketches and felt that they worked pretty well, it was actually not quite the same as actually making them on the computer, and I would feel that I had not been able to show the desired level of performance that I wanted, and thus I really felt that it was not easy to design." But he kept going, and gradually found his own design language in his subsequent work. Meanwhile, outside of school, Hatayama also tried many things that interested him, such as making original T-shirts and videos. He says, "To this day, I still use these experiences that I accumulated at the time."

These accumulations are reflected in the logo that Hata-yama designed for the Niigata Furumachi Geisha Office. This is the work that was adopted after winning a public bid. Niigata Furumachi, like Gion in Kyoto and Shimbashi in Tokyo, is known as the Flower Street. In Niigata Furumachi, the 200-year history and tradition of Niigata Furumachi geisha is the representative culture of Minato-ku Niigata. As an important part of establishing the brand, this design competition was held locally. "The logo uses the initials of the Furumachi geisha, 'fu', as a motif to represent a geisha who is dancing, meaning to convey the gesture and hospitality of the geisha, as well as carrying the beautiful vision of carrying forward the culture of the Furumachi Hanagai." explains Hata-san.

"HAND CREATION" is also one of Hata-san's most representative works. It is a design for the brand logo and packaging of flower scissors. The logo design combines the initials "H" and "C" of HAND CREATION with a clever combination of graphics to form the Chinese character "花". The design of the logo combines the initials "H" and "C" of HAND CREATION and also forms the Chinese character "花" through a clever graphic combination. Initially, only the packaging part of the project was requested to be updated, but the logo designed by Hatayama was also adopted after the proposal, and the brand gained full popularity.

As a Niigata native, the design created by Hatayama for his hometown's crops has an even more profound meaning. The name "FARM GENTS" is a creation of the English words "FARM" and "GENTLEMAN". The name comes from the gentlemanly attitude of farmers in the rich fruit-growing region of Shirogane, Niigata Prefecture, when it comes to agriculture, crops and customers. Hata-san designed the brand's logo, business cards, flyers, packaging and other visual products. "The monochromatic color of the logo is intended to create a holistic view of the world, and is also intended to stimulate the interest of children and young people in fruit as a gift. interest."

Talking about his current designs, Hata-san says, "In addition to continuing my previous simple style, I have recently taken on a lot of eco-friendly design projects. I've also been experimenting a lot lately with retro-style designs and colors like those from the 1990s." And that characteristic seems to be visible in many of his works. Talking about the qualities necessary to be a designer, he says, "To be excited about every job and to be able to make as many people happy as possible. To always keep your antennae up." 

Article Source:艺术与设计

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