Atami Tourism Bureau Announces New Logo Mark
The Atami Tourism Bureau has announced its new official logo mark, inspired by the kanji character for "heat" (熱) in Atami. This logo symbolizes the resort town's origins as a hot spring destination and its diverse attractions, including the sea, mountains, fireworks, and culture. It will be officially used starting June 11, 2026.
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- 📰 Published: June 11, 2026 at 19:04
- 🔍 Collected: June 11, 2026 at 10:21
- 🤖 AI Analyzed: June 12, 2026 at 16:52 (30h 31m after Collected)
The General Incorporated Foundation Atami Tourism Bureau (Location: Atami City, Shizuoka Prefecture) has established an official logo mark that will serve as the new symbol for the Atami Tourism Bureau. This logo is inspired by the kanji character "熱" (heat) from Atami, expressing its origins as a hot spring resort and its unique characteristics such as the sea, mountains, fireworks, and culture.
Starting June 11, 2026, this logo will be used as the official logo of the Atami Tourism Bureau and will be utilized on websites, social media, brochures, event tools, and more to ensure consistent brand communication.
Background of Logo Mark Establishment
Atami has a long history as a hot spring resort, while also continuously evolving as a hot spring resort with diverse tourism resources, including seaside scenery, fireworks festivals, rich nature, food, and culture.
The Atami Tourism Bureau is promoting the creation of a sustainable tourism destination that aims for coexistence with travelers, local businesses, citizens, and the environment, while cherishing its history as a hot spring town and its regional resources.
This logo mark was created to symbolize this philosophy and direction, and to convey a consistent message both domestically and internationally. The design was decided through deliberation and voting by a marketing committee composed of members from the tourism bureau, city hall, local tourism businesses, and experts, from among three proposed logo marks.
Logo Design Concept
The logo design was commissioned to Art Director Sora Kawaura, who has extensive experience and an international perspective. Using the kanji character "熱" (heat) from Atami as a motif, each component of the kanji was given a meaning unique to Atami, transforming it into a symbol mark.
The shape incorporates elements symbolizing hot springs, mountains, the sea, the sun, and fireworks. The color scheme adopts "Atami Blue," based on Atami City's color of sky blue, expressing the sea, sky, and a sense of coolness. Furthermore, by combining it with red, reminiscent of hot springs, it expresses the origin of Atami, where "hot springs gushed from the sea, turning seawater into hot water," and the diverse appeal of Atami as a hot spring resort. The simple composition is designed to encourage various interpretations and associations, symbolizing the very diversity of Atami.
Concept 1 [Shape]
Using the kanji character "熱" (heat) from Atami as a motif, each component of the kanji is given a meaning unique to Atami, transforming it into a symbol mark.
Concept 2 [Color]
Based on Atami City's sky blue, the brand color "Atami Blue," which expresses Atami's sea, sky, and coolness, is combined with red, reminiscent of hot springs, to complement the concept that cannot be conveyed by shape alone.
Comment from Wakana Ueda, CEO of Atami Tourism Bureau
Atami has developed as a hot spring resort since ancient times, and at the same time, it is a tourist destination with diverse attractions such as the sea, mountains, fireworks, food, and culture. This logo embodies our thoughts on Atami's origins, diversity, and its future as a "hot spring resort."
Through this logo, the Atami Tourism Bureau aims to promote Atami's attractions both domestically and internationally, striving to become a tourism brand where the name "Atami" evokes rich experiences such as hot springs, the sea, fireworks, and culture for travelers.
Regarding Logo Mark Usage
This logo is managed as a brand asset of the Atami Tourism Bureau and is currently pending trademark registration.
Those wishing to use it for media, public relations, or tourism promotion purposes should contact the Atami Tourism Bureau. Usage will be handled in accordance with the logo usage guidelines.
About the Atami Tourism Bureau
The Atami Tourism Bureau is a general incorporated foundation responsible for promoting tourism in Atami City, Shizuoka Prefecture, one of Japan's leading hot spring resorts. Established in July 2024, it collaborates with various organizations supporting the regional economy, including the Atami Chamber of Commerce and Industry, the Atami City Hotel and Ryokan Cooperative Federation, and the Atami City Tourism Association Federation. It promotes the diverse attractions of Atami, such as its rich natural environment including hot springs, the sea, and mountains, as well as seasonal flowers, fireworks festivals, and cultural/art events, both domestically and internationally. As a hot spring resort accessible within a shortest 29 minutes from the city center, it offers experiences where nostalgia and novelty harmonize. With the goal of "Becoming a beloved and chosen Atami. Creating the future through the power of tourism," it promotes sustainable tourism development in collaboration with the region.
HP: https://atami-tb.com/
Official Instagram: https://www.instagram.com/atami_tourism
Official Facebook: https://www.facebook.com/atamitourismbureau
Official X: https://x.com/atamikankokyoku
Official LINE: https://lin.ee/OVZYNb4
Starting June 11, 2026, this logo will be used as the official logo of the Atami Tourism Bureau and will be utilized on websites, social media, brochures, event tools, and more to ensure consistent brand communication.
Background of Logo Mark Establishment
Atami has a long history as a hot spring resort, while also continuously evolving as a hot spring resort with diverse tourism resources, including seaside scenery, fireworks festivals, rich nature, food, and culture.
The Atami Tourism Bureau is promoting the creation of a sustainable tourism destination that aims for coexistence with travelers, local businesses, citizens, and the environment, while cherishing its history as a hot spring town and its regional resources.
This logo mark was created to symbolize this philosophy and direction, and to convey a consistent message both domestically and internationally. The design was decided through deliberation and voting by a marketing committee composed of members from the tourism bureau, city hall, local tourism businesses, and experts, from among three proposed logo marks.
Logo Design Concept
The logo design was commissioned to Art Director Sora Kawaura, who has extensive experience and an international perspective. Using the kanji character "熱" (heat) from Atami as a motif, each component of the kanji was given a meaning unique to Atami, transforming it into a symbol mark.
The shape incorporates elements symbolizing hot springs, mountains, the sea, the sun, and fireworks. The color scheme adopts "Atami Blue," based on Atami City's color of sky blue, expressing the sea, sky, and a sense of coolness. Furthermore, by combining it with red, reminiscent of hot springs, it expresses the origin of Atami, where "hot springs gushed from the sea, turning seawater into hot water," and the diverse appeal of Atami as a hot spring resort. The simple composition is designed to encourage various interpretations and associations, symbolizing the very diversity of Atami.
Concept 1 [Shape]
Using the kanji character "熱" (heat) from Atami as a motif, each component of the kanji is given a meaning unique to Atami, transforming it into a symbol mark.
Concept 2 [Color]
Based on Atami City's sky blue, the brand color "Atami Blue," which expresses Atami's sea, sky, and coolness, is combined with red, reminiscent of hot springs, to complement the concept that cannot be conveyed by shape alone.
Comment from Wakana Ueda, CEO of Atami Tourism Bureau
Atami has developed as a hot spring resort since ancient times, and at the same time, it is a tourist destination with diverse attractions such as the sea, mountains, fireworks, food, and culture. This logo embodies our thoughts on Atami's origins, diversity, and its future as a "hot spring resort."
Through this logo, the Atami Tourism Bureau aims to promote Atami's attractions both domestically and internationally, striving to become a tourism brand where the name "Atami" evokes rich experiences such as hot springs, the sea, fireworks, and culture for travelers.
Regarding Logo Mark Usage
This logo is managed as a brand asset of the Atami Tourism Bureau and is currently pending trademark registration.
Those wishing to use it for media, public relations, or tourism promotion purposes should contact the Atami Tourism Bureau. Usage will be handled in accordance with the logo usage guidelines.
About the Atami Tourism Bureau
The Atami Tourism Bureau is a general incorporated foundation responsible for promoting tourism in Atami City, Shizuoka Prefecture, one of Japan's leading hot spring resorts. Established in July 2024, it collaborates with various organizations supporting the regional economy, including the Atami Chamber of Commerce and Industry, the Atami City Hotel and Ryokan Cooperative Federation, and the Atami City Tourism Association Federation. It promotes the diverse attractions of Atami, such as its rich natural environment including hot springs, the sea, and mountains, as well as seasonal flowers, fireworks festivals, and cultural/art events, both domestically and internationally. As a hot spring resort accessible within a shortest 29 minutes from the city center, it offers experiences where nostalgia and novelty harmonize. With the goal of "Becoming a beloved and chosen Atami. Creating the future through the power of tourism," it promotes sustainable tourism development in collaboration with the region.
HP: https://atami-tb.com/
Official Instagram: https://www.instagram.com/atami_tourism
Official Facebook: https://www.facebook.com/atamitourismbureau
Official X: https://x.com/atamikankokyoku
Official LINE: https://lin.ee/OVZYNb4
FAQ
What is the motif of the Atami Tourism Bureau's new logo mark?
It is inspired by the kanji character "熱" (heat) from Atami, expressing its origins as a hot spring resort and its characteristics such as the sea, mountains, fireworks, and culture.
When will the new logo mark be used?
Official use will begin on June 11, 2026.
What is the design concept of the logo mark?
It uses the kanji character "熱" (heat) from Atami, giving unique meanings to its components, and incorporates shapes symbolizing hot springs, mountains, the sea, the sun, and fireworks, along with "Atami Blue" and red colors to express diversity.
What is the purpose of the Atami Tourism Bureau?
To promote Atami's diverse attractions, including its rich nature (hot springs, sea, mountains), fireworks festivals, and cultural events, both domestically and internationally, and to promote the creation of a sustainable tourism destination.
Where will the new logo mark be used?
It will be utilized on websites, social media, brochures, event tools, etc., to ensure consistent brand communication.