Unveiling the Spirit of 2025: Biz-Up! Presents the 16th Annual Logomark of the Year Awards
Every year, as the calendar pages turn, Japan’s leading logo design company, Biz-Up!, offers a unique reflection on the past year’s societal currents. This year marks the 16th anniversary of their much-anticipated “Logomark of the Year 2025” event, an annual tradition since 2010. Far from a competition of artistic merit, this initiative seeks to identify five logomarks that resonate most deeply with the events and prevailing moods of 2025, embodying hopes and aspirations for the coming year. The selections are not made by industry insiders but by the general public, with 300 individuals participating in a comprehensive web-based survey.
The Philosophy Behind the Awards
Biz-Up! emphasizes that the “Logomark of the Year” is not about judging the superiority of one logo over another. Each logomark is a culmination of a client’s vision and passion, making objective “superiority” an impossible measure. Instead, the awards create a narrative around the year’s significant moments, selecting logos that best symbolize particular societal trends or aspirations. For example, a category like “Most Energizing Logo” would seek out designs that evoke a strong sense of vitality and optimism.
Five Categories Reflecting the Spirit of 2025
The 2025 awards featured five distinct categories, each carefully crafted to capture a unique facet of the year’s zeitgeist:
-
Most “Dignified” Logo Category
This category was inspired by the resurgence of “long-established businesses” as a key marketing term in 2025, alongside a fourth wave of inbound tourism focusing on traditional Japanese culture. The blockbuster success of the film “National Treasure,” which grossed over 16 billion yen—a feat for a live-action Japanese film not seen in 22 years—further cemented the sense of heritage and profound value. -
Most “Explosively Unique” Logo Category
Inspired by the Osaka Expo’s mascot, Myakumyaku, a character known for its utterly distinctive and somewhat perplexing charm. As one participant humorously put it, “It’s catchy like Myakumyaku. It moves in a Myakumyaku-like way. It’s just so Myakumyaku!” This category celebrates logos that break conventions, embracing a “what on earth is this?!” kind of appeal, in tribute to Myakumyaku’s unforgettable presence.
-
Most “Heisei Era Vibe” Logo Category
The Heisei era (1989-2019) is characterized by vivid colors, sharp digital aesthetics, and a glamorous, futuristic feel. In 2025, fashion, music, characters, and games from this period experienced a significant revival, gaining new appreciation. This trend was particularly popular among Gen Z (those born from the late 1990s to the 2000s), who embraced these elements as fresh, stylish, and “emo” (evoking strong emotions).
-
Most “SNS-Shareable” Logo Category
The “oshi-katsu” (fandom activities) boom continued unabated in 2025, expanding beyond idols and anime to include corporate and municipal characters and symbols. The rise of Sony Bank’s “Oshi-katsu Account,” the proliferation of “oshi-katsu” corners in 100-yen shops, and the popularity of audition programs like timelesz and HANA fueled this trend. Simultaneously, TikTok-driven culture and the influence of Gen Z and Alpha generations made this category particularly relevant.
-
Most “Worth Passing Down” Logo Category
2025 marked the 80th anniversary of the end of World War II, a year when young people actively stepped forward to share historical narratives as the number of war storytellers dwindled. The passing of Shigeo Nagashima, who left behind the immortal phrase “My Giants will live forever,” and Ichiro’s induction into the Hall of Fame, also contributed to a year rich in memorable events from the baseball world. This category honors logos that evoke a sense of enduring legacy and historical significance.
The Unveiling of the Winners
The full results for the Logomark of the Year 2025, showcasing the winning logos for each of these insightful categories, are available on Biz-Up!’s official website. These selections offer a fascinating snapshot of the year’s cultural landscape.
The Future of Kawaii and Cultural Expression
The “Logomark of the Year” event, by linking design to broader cultural and social phenomena, highlights how visual symbols capture the collective imagination. The inclusion of categories like “Heisei Era Vibe” and “SNS-Shareable” suggests a growing awareness of nostalgia and digital engagement in shaping cultural identity. For global audiences, understanding these nuanced categories offers a window into the evolving landscape of Japanese “kawaii” culture—not just as cute aesthetics, but as a dynamic reflection of societal values and emerging trends. This annual event will likely continue to spark conversations about how design communicates, influences, and ultimately becomes a part of our shared cultural narrative, both in Japan and abroad.
