Setouchi is well-known for the beautiful seascapes of the island archipelago. An integrated cycling route scheme in the Setouchi region called ‘Setouchi Vélo’ has been launched by the intraregional partnership of the seven prefectures in Setouchi. The goal of this scheme is to achieve a global recognition. We have been involved in the creation of a logo that summarizes the thoughts behind the scheme.

In the designing process of the logo, we focused on the project’s objective of building a ‘Setouchi-wide’ cycling route that has never existed before. The circle on the left embodies the ideas such as the sense of scale and feeling of the region, ‘Setouchi sphere’; network and collaboration; flow and circulation; a ripple spreading around the Setouchi; the leading role Setouchi is supposed to play, etc. The circle on the right, on the other hand, represents a wheel; distribution and connection; continuation and oneness; and a ‘container’ bearing all these elements, etc. Combined together, the circles represent the front and rear wheels of a bicycle, the network of the Setouchi region, and diverse possibilities expanding from Setouchi.

The catch phrase of Setouchi Vélo is ‘one Setouchi, each story’. With the goal of boosting the brand value of the region and realizing sustainable regional development in the surrounding areas, various efforts have been constantly made through cooperation with different parts of the region and related organizations.