Keio University

In 2008, Keio University marked its 150th anniversary with the launch of the “Keio 150th Anniversary Commemorative Project”, a wide-ranging initiative spanning education, research, healthcare, and social contribution.

AXHUM was selected through a highly competitive pitch involving nearly 20 firms, and was entrusted with the development and implementation of the logo that would embody the project’s core concept. The firm played a central role in communicating Keio’s forward-looking vision to internal and external stakeholders through a variety of commemorative events and communication initiatives.

Mission

To mark its 150th anniversary, Keio University launched a commemorative project aimed at articulating a vision for the future. At the heart of this initiative lay two guiding concepts: “Leading into the Future” and “Independence and Collaboration.” These principles were rooted in the founding spirit of Yukichi Fukuzawa and his advocacy of dokuritsu-jison—independence and self-respect.
The primary challenge was to embody these ideals through design, creating a visual expression that would inspire a sense of shared purpose and momentum both within the institution and among the wider community.

Solution

The 150th anniversary logo visually embodied the core themes of the commemorative project—"Leading into the Future" and the concept of an “Open Academic Institution with Dual Foci: Independence and Collaboration.” The elliptical form symbolised an open outlook toward the future, a space in which diverse individuals equipped with both self-reliance and the ability to cooperate could thrive. It also evoked a dynamic universe—one that embraces diversity with tolerance and continues to evolve.
The logo was created under AXHUM’s direction by renowned artist Hiroshi Senju, himself a Keio alumnus, and was painted in his New York studio.

The logo was deployed across a wide range of materials associated with the 150th anniversary initiative, from concept statements and ceremonial programmes to promotional signs, banners, and posters displayed throughout the university. To ensure visual consistency and strengthen the collective sense of purpose, AXHUM developed a comprehensive Visual Identity (VI) guideline that unified the look and feel of the entire campaign.