Kashiwa Sato is one of the most influential art directors and brand designers in Japan. Born in 1965 in Tokyo, he graduated from Tama Art University with a degree in graphic design. In 2000, he founded his own creative studio, Samurai, which quickly became known for its minimalist and systematic approach to visual identity design.
One of Sato’s most iconic projects was the rebranding of Uniqlo. He completely reimagined the brand’s identity, creating a minimalist logo inspired by traditional Japanese seal stamps (hanko), and developed a global visual language for the company. His work extended far beyond the logo to include packaging, store design, signage, and advertising — helping transform Uniqlo into an internationally recognized brand.
Other notable projects include the branding for telecommunications giant NTT DoCoMo, the visual identity system for the convenience store chain Seven-Eleven Japan, and the logo and branding for the National Art Center Tokyo.
Kashiwa Sato is also the author of the book Kashiwa Sato’s Ultimate Method for Reaching the Essentials, where he outlines his approach to distilling a brand’s core essence into a powerful visual language. His method emphasizes systemization, clarity, global accessibility, and the fusion of tradition with modernity.
In 2021, a major retrospective of his work was held at the National Art Center in Tokyo, celebrating his career and influence on both Japanese and global design.
