On March 30, the Japan Association for the International Exposition, Osaka, Japan, established guidelines for the secondary creation of the design system (EXPO 2025 Design System) for Expo 2025 Osaka-Kansai. Only the “ID” (a.k.a. “konjun”), which represents the life of an individual, is subject to this guideline.
The design system was created to unify the Expo’s various interfaces, including printed materials, video, decorations inside and outside the venue, and merchandise packaging, to provide a consistent brand experience that transcends analog and digital boundaries.
Like the Tower of the Sun, the symbol of the 1970 Osaka Expo, it is a “legacy” that expresses the character of the Osaka/Kansai Expo, but it also dares to leave “blank spaces” in its design structure, and continues to change according to the scene of use as a “living design The design of the building continues to change with the scenes of use as a “living design”.
After March 30, when the guidelines were established, illustrations can be posted on personal SNS and blogs and handmade works (stuffed animals, sundries, costumes, etc.) can be created for non-profit and private use only.
However, the sale, distribution, or lending of such productions is prohibited because it exceeds the scope of private use, regardless of whether it is paid for or free of charge (a license agreement is required for the production and sale of products).
Two other design elements, “GROUP” and “WORLD,” are not mentioned in the guidelines for secondary creation, but the “Co-Creation Design System,” based on the EXPO 2025 Design System, was released on March 31 for free use by individuals and corporations alike.
The designated design can be utilized by completing the application form in advance and obtaining approval from the Exposition Association and the Master Licensing Office (2025 MLO). The period of use is scheduled to expire on March 31, 2028.
The guideline for the co-creation design system is “from design as a rule to design for questioning,” and will be updated as needed, just like software.
For the latest information, please check the official website and the original guidelines (EXPO 2025 Co-Creation Design System).
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