Amoma is created for a high-end serviced apartment in a premium location in Tokyo.

The brand concept is originated from a philosophical understanding of space ‘Ma’ in traditional Japanese culture that praises the lingering in time and the margins in space. Japanese tradition perceives architecture as ‘happening’, instead of solid objects.

At Amoma, boarders are changeable, indoor and outdoor, being secluded and being in the centre of the city. Minimal and serene space invites residents’ individual interpretation and allow them to create one’s own time and space.

Inspired by this Japanese philosophy the visual language is clean, modern and distinctive. The mark is created to represent the simplicity and flexibility. Its extended use as a graphic device playfully reconfigures the boarders; a direct reference to the philosophy of Ma. The materiality uses transparency to alter the perception of spaces.

From the concept to the brand expression, Amoma’s coherent approach serves to clearly differentiate the brand from its competitors.