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Brand guidelines

Brand Guidelines

Shared rules on what Liiivv Inc. thinks, how it speaks and how it looks. They are written so that members, designers, production companies, co-creation partners and media can treat Liiivv by the same standard.

01Core

The core of the brand

Liiivv is an Ikikata Company, born from a wish: that people everywhere can live more freely and more like themselves. Every expression stays within the following four statements.

Purpose

Making people’s lives more interesting.

For people of all ages.

Mission

Creating as many ways of living as there are lives.

We do not impose a way of living. We deliver options, openings and ways to live as oneself, and we support each person through their growth.

Vision

Diverse ways of living enrich the world.

An unchanging belief.

Corporate Message

Life, made more interesting.

The one line we use externally.

Restating the Mission

誰かの生き方の、ひとつのピースになる。

We make the pieces. You make the life.

“Piece” carries a double meaning: a fragment (piece) and peace. The person makes the life; Liiivv makes the pieces that become part of it.

The meaning of “Liiivv”

The three i’s stand for individual strength; the two v’s stand for future and value.

iii

  • identityBeing yourself. Having your own axis.
  • imaginationImagining a future that does not yet exist.
  • initiativeTaking the first step on your own.

vv

  • visionOutlook. Showing and sharing the future.
  • valueGiving it form and delivering it.

02Principles

How we think about the brand

We judge Liiivv’s expression by the following five principles. When in doubt, ask “Is the company standing out, or are the people and the brand shining?” and choose the latter.

  1. 01

    People come first.

    The company is not the protagonist; it is a vessel for the brand and the people in it to shine.

  2. 02

    We do not impose.

    Liiivv does not show a “right way to live”, but options, openings and pieces. In the end, each person makes their own life.

  3. 03

    We start from a wish.

    Our starting point is the wish that people everywhere can live more freely and more like themselves. We do not begin with problems.

  4. 04

    Quiet and diverse.

    Ways of living, stillness and diversity are the core of the brand. Rather than raising our voice, we leave room where each person’s difference can be seen.

  5. 05

    Gifu is the background.

    Gifu is our foundation, not a selling point to put in front. We limit it to a modest “from Gifu”.

03Structure

Brand structure

Liiivv itself stays a quiet vessel, and each business brand is operated independently, so that the company and its businesses are never confused.

Liiivv Inc.Ikikata CompanyAchromatic: black, white and ecru
Ikikata DivisionEvents and festivals
IKISAIBrand
Style DivisionApparel
  • These guidelines define how Liiivv itself is expressed and where it ends and business brands begin.
  • The colours, typefaces and logos of a business brand follow that brand’s own guidelines.
  • Divisions and brands are different levels. Do not list them side by side.

04Voice & tone

Voice and tone

Liiivv’s words are quiet, direct and never commanding. We prioritise leaving room for readers to ask themselves, “What about me?”

Person

Use “Liiivv” or “we”. In formal documents such as policies and contracts, use “the Company”.

Style

Keep sentences short. Do not decorate with jargon or loanwords.

Posture

Do not press with “you should” or “let’s”. Hand things over: “we believe”, “we create places where you can”.

Energy

No exclamation marks or hype (“overwhelming”, “revolution”).

Wording

AvoidUse insteadWhy
For young people; youth-centredFor everyone, every generationOur Purpose and Mission are for all ages.
SponsorCo-creation partner“Sponsor” sounds too much about money and does not fit the brand.
Number of employeesNumber of membersReflects reality, including contractors.
Lifestyle companyIkikata CompanyThis is what we call the company.
Because there are no encounters / no place to belong…From a wish that…Speak from wishes, not from problems.
Provide or teach a way of livingDeliver options or pieces; create openingsWe do not impose a way of living.
Successful people, winnersPeople who live in diverse waysWe do not create rankings.

06Colour

Colour

Liiivv itself is built in achromatic colours. Colour is decided on the business-brand side, so that the company’s colour does not come forward.

Night#0F0F10

Dark backgrounds, body text, logoDraft

RGB 15 / 15 / 16

vs white 19.2:1 ・ vs night 1.0:1

Ecru#F4EFE6

Light backgrounds. A paper colour slightly warmer than pure white.Draft

RGB 244 / 239 / 230

vs white 1.1:1 ・ vs night 16.7:1

White#FFFFFF

Text and logo on dark backgrounds

RGB 255 / 255 / 255

vs white 1.0:1 ・ vs night 19.2:1

Sumi#6B6B6B

Secondary text, rules, captionsDraft

RGB 107 / 107 / 107

vs white 5.3:1 ・ vs night 3.6:1

Gold#9D8A52

Thin rules and very small accents only. Not for surfaces or text.Draft

RGB 157 / 138 / 82 · The current site’s value

vs white 3.4:1 ・ vs night 5.6:1

Proportion

Night, ecru and white make up most of it. Gold is only a thin line.

Night → ecru
✓ Blur the boundary and transition gently
Gold as a thin rule only
✓ Gold for thin rules and tiny accents
Gold text3.0:1
✕ No gold text (falls short of 4.5:1)
  • Build most of each screen or page from night, ecru and white.
  • When moving from night to ecru, blur the boundary and transition gently.
  • Keep a text-to-background contrast ratio of at least 4.5:1 for body text. Gold is hard to read on ecru, so do not use it for text.
  • Do not bring business-brand colours into Liiivv’s own materials.

07Typography

Typography

Use a mincho for the philosophy and headings, and a gothic for explanations and body text. All typefaces are free on Google Fonts.

Japanese headings and philosophyDraft

Shippori Mincho

Life, made more interesting.

Japanese body and UIDraft

Zen Kaku Gothic New

Creating as many ways of living as there are lives.

Choose a weight that stays readable at small sizes.

Latin accentsDraft

Cormorant Garamond

Life, made more interesting.

Use for English headings, numbers and captions.

Life, made more interesting.

We deliver options and openings, as many as there are ways to live.

✓ Mincho for headings, gothic for body — on separate lines

Life, made more interesting. We hand over

✕ Do not mix mincho and gothic on one line

Too much bold

Emphasis drowns the stillness

✕ Heavy use of bold
  • Stay with light to regular weights; do not use bold heavily for emphasis.
  • Set body line height around 1.8 and letter-spacing slightly wide, for a quiet impression.
  • Use at most two Japanese typefaces plus one Latin typeface on one screen.
  • Do not mix the heading mincho and the body gothic on the same line.
  • Fallbacks: Yu Mincho, Yu Gothic, each OS’s standard typefaces.

08Visual

Photography, layout and motion

Visuals put people first and create stillness with space.

Photography

  • The subject is people. Show faces and names only with the person’s approval.
  • Choose natural light and moments that are not over-staged. Compose so that differences in age, gender and background appear naturally.
  • Use muted colour or monochrome as a baseline.
  • Do not use typical stock photos of “young people having fun”.

Layout

  • Use generous space and limit each screen (page) to one message.
  • Keep rules thin and do not add them as decoration.
  • When placing text over a photograph, always secure enough difference in brightness to read it.

Motion

  • Keep motion slow and small — it should change before you notice.
  • Do not use motion meant to stand out, such as bouncing, blinking or large spins.
  • Stop motion when the OS “reduce motion” setting is on.

09Notation

Notation rules

SubjectCorrectIncorrectNote
Company name ✓Liiivv Inc. ✕Livv / Liiiv / Liivv Three i’s and two v’s.
What we call the company ✓Ikikata Company ✕Lifestyle company Do not write “lifestyle company”.
Business divisions ✓Ikikata Division / Style Division ✕Ikikata Business / Style Business Write the axis of business by division.
IKISAI ✓IKISAI ✕生祭-IKISAI- / 生祭（IKISAI） In Japanese, 生祭 leads and IKISAI adds the reading, with a half-width space before and after the hyphen.
Sponsoring companies ✓Co-creation partners ✕Sponsors Do not write “sponsors”.
Headcount ✓Number of members ✕Number of employees Includes contractors.
Founded ✓June 8, 2026

10Use

Use and inquiries

When you use Liiivv’s name or logo in media coverage or joint initiatives, please follow these guidelines. For uses not covered here, or to request materials, please contact us.

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