Art, for as long as you like.

Overview
In 2021, the Tokyo Metropolitan Art Museum launched Creative Ageing Zuttobi (ずっとび), hands-on programs designed to make it a museum you keep coming back to as you get older. We created the name and the logo.

Question
How can a museum help people grow older happily?

Challenge
Creative ageing is well established in cultural programs abroad. In Japan, getting older still rarely came with positive associations. The name and logo had to do more than label a program. They had to help change how ageing feels.

Approach
Most services for older people are framed around welfare. We wanted anticipation instead, something that sparks curiosity.

Zuttobi joins zutto, “always,” with Tobi, the museum’s nickname. Museum staff chose it from several options after long discussion. It says the museum is open to you for good, and that connection and self-expression have no age limit. It’s short, lively and easy to remember. The logo balances that energy with a gentle, open feel: a single continuous line, for relationships that keep going.

Outcome
Getting older, framed not as a need but as a time to be curious. And a museum you never outgrow.