JASA OFFICIAL LICENSE
Logo
License Card
Certificate & card
Envelope
Pictogram
JASA OFFICIAL LICENSE
A License that Turns Qualifications into Medals
This project rebranded the “JASA OFFICIAL LICENSE,” a coaching license issued by the Japan Sports Association. In response to declining acquisition rates, the initiative sought to enhance the value and appeal of the certification, encouraging more active participation.
At the heart of the design is the motif of a “medal.” Sixty-four different sport pictograms were assigned to each qualification category and engraved on the lower right of the license according to the holder’s achievements. This mechanism allowed the act of obtaining a license to resonate with the experience of winning a medal in competition.
The logo overlays the word “SPORTS” with the Japanese flag, underscoring the prestige of a national license. By incorporating elements such as medals and the spirit of representing Japan—symbols that resonate deeply with anyone involved in sports—the license was elevated from a simple certificate into a brand experience that inspires pride.
資格がメダルに変わるライセンス
日本体育協会が発行するスポーツ指導者登録証「JASA OFFICIAL LICENSE」のリブランディング。取得率の低下を背景に、資格そのものの価値と魅力を高め、積極的に取得したくなるような仕組みづくりを目指しました。
デザインの核としたのは「メダル」のモチーフ。64種類の競技ピクトグラムを資格ごとに割り当て、取得内容に応じて登録証の右下に刻印。資格取得が、競技でメダルを獲得する体験に重なる仕掛けとしました。
ロゴは「SPORTS」の文字に日の丸を重ね、日本を代表する公式ライセンスとしての格調を強調。メダルや日本代表といったスポーツに携わる者なら誰もが共鳴する要素を取り込み、資格を単なる証明から誇りを持てるブランド体験へと昇華させました。
Client
Japan Sports Association
Creative Team
Creative Director : Yoshinaka Ono (Dentsu)
Art Director : Yoshinaka Ono (Dentsu)
Designer : Yoshinaka Ono (Dentsu)
Designer : Hideya Kuramoto (Dentsu Tec)
Copywriter : Tomohiro Sawada (Dentsu)
