When Morioka was still a bookstore clerk in Kanda, Tokyo’s center of second-hand bookstores, he happened to find an old building constructed in early Showa period. Not only did he fall in love but he immediately signed a contract to rent a room, which later became the first store of Morioka Shoten in Kayabacho. Back then, even after its launch, the store did not have a logo or mark; but instead, the store always printed its name and address, in the same size and typeface, whenever they needed to be identified on leaflets or their website. This shows how much he considered the location as a core value of the store.

Also, when the negotiation to co-establish the firm in 2014, Toyama finally agreed to invest in the venture when he was guided to the venue in Ginza, understanding the cultural and historical value of the building, and possibilities opening a bookstore there could bring about.

Through discussing with Morioka, Takram thought that the character of the location, or genius loci, had been and would be a very important factor for him, thus should be reflected to the logo design. To be specific, Takram added a message of “a bookstore with a single room” into rhombic shape.

The logo is composed with rather long text; the purpose is in showing the location (the address) to reflect Morioka’s vision. Below are what are included in the logo:

Company Name
Part of branding statement
Address