Official Logo Selected to Promote the Actions of the Public Private Forum on Beyond SDGs!
― Adopting a Design Proposed by a Current University Student Based on the Themes of “Questions” and “Collaboration” ―
The “Public Private Forum on Beyond SDGs,” a platform for practical dialogue toward international visions beyond 2030, called for logo mark designs symbolizing the action slogan “BEYOND! for beyond SDGs” for approximately two months starting October 8, 2025.
Following a screening session featuring Katsuhiko Hibino, President of Tokyo University of the Arts, as a Special Screening Committee Member, the entry “‘Hatena’ (Question Mark) Gathering the Power of Questions, and Toward Deepening” by Akari Takehara of Keio University was selected, and a communication symbol was subsequently completed through repeated refinement.
Starting today, the logo is available for download from the official logo page of this site, with expectations for future rollout and societal impact.
Background of the Logo Mark Call for Entries
“BEYOND! for beyond SDGs” is the action slogan of the “Public Private Forum on Beyond SDGs,” a public-private partnership platform aiming to issue recommendations based on practice toward achieving the SDGs—from Japan to Asia and the United Nations—looking toward international visions beyond 2030. Under the theme “How we can transcend the present to realize a more prosperous future?”, it seeks to bundle various voices and feelings dedicated to the SDGs, transforming them into the power to go beyond today. Based on the philosophy that all people working on the SDGs are members of the Public Private Forum on Beyond SDGs, we called for logo mark entries symbolizing this activity and contributing to its promotion.
In evaluating entries, emphasis was placed on perspectives such as conveying an open posture of collaboration across public and private sectors, generations, and fields, as well as possessing a universality that can be shared not only with Japan but with people in Asia and around the world. The goal is for the logo mark to be utilized as a common symbol in Beyond SDGs events and activities held by diverse regions and entities across the nation, forming the Public Private Forum on Beyond SDGs into an All-Japan movement.
Norichika Kanie (Professor, Graduate School of Media and Governance, Keio University / Chairperson, Public Private Forum on Beyond SDGs) served as Chairperson of the Screening Committee, Yuta Iguchi (Creative Director, Hakuhodo Inc.) served as a Screening Committee Member, and Katsuhiko Hibino (President, Tokyo University of the Arts) was welcomed as a Special Screening Committee Member. Additionally, to ensure an evaluation reflecting diverse values, Yuko Kuniya (Journalist), who possesses extensive communication experience from an international perspective, also joined as a participant.
Details of the Screening Session
The four Screening Committee Members gathered together at Keio University’s Mita Campus for the logo mark screening session. After laying out the numerous submitted entries one by one, they carefully evaluated the works from diverse perspectives while sharing opinions based on their first impressions. Repeatedly engaging in deep dialogue—at times returning to the feelings and goals championed by Beyond SDGs—the candidates were gradually narrowed down. As a result of lengthy discussions, the entry “‘Hatena’ (Question Mark) Gathering the Power of Questions, and Toward Deepening” by current university student Akari Takehara was selected. High evaluations were given not only for expressing the 17 goals, but for proposing that “questions” to go beyond today built upon that foundation are vital, and for expressing this through the universally understood icon of a “question mark” (hatena). Furthermore, aligning with the project’s purpose of involving diverse stakeholders to advance the SDGs a step further through “questions” and “collaboration,” while proposing the state of the world beyond 2030, served as a key evaluation point.
Following the selection of the logo mark, a creative meeting was held involving the applicant, Ms. Takehara, alongside Mr. Hibino and Mr. Iguchi. Refining the design details, the logo symbolizing the action slogan “BEYOND! for beyond SDGs” was completed. Likening the 17-colored shapes forming the “question mark” to “speech bubbles,” discussions also covered the dynamic image of diverse “questions” gathering to deepen Beyond SDGs discussions, as well as deployment methods for future communication.
Starting today, the logo is available for download from this site. We will engage in promotional activities to ensure it is widely utilized as an open logo for both public and private sectors.
■ Comment from Akari Takehara
“I am deeply honored to have my work selected for this occasion. Participating in the discussions to refine the logo mark was an exceptionally valuable experience for me. At university, I conduct research on quantifying the SDGs, as well as activities to create and promote SDG picture books. Through these experiences, I feel that questions and collaboration among diverse people are the key to deepening the SDGs. Through the simplest and most universal ‘question mark’ logo, I hope to encourage each individual to ‘question and personalize’ the current situation, contributing to the participation and collaboration of diverse people in discussions.”
■ Comments from Screening Committee Members
Special Screening Committee Member: Katsuhiko Hibino (President, Tokyo University of the Arts)
“When asked to participate in the screening, I thought that the logo mark for ‘Beyond SDGs’ holds a role different from ordinary commercial logos or school crests. Considering the trajectory from the launch of the SDGs to the present, what role should it play in the ‘Beyond’ phase?
What came to mind was ‘thinking together.’ Rather than something neatly finished solely at a desk, I wanted to see a work where an accumulation of awareness embedded in the applicant’s daily life reveals itself.
In making the selection, I feel we were able to have a very deep discussion. Based on the logo mark selected after that discussion, I look forward to further developments in the future. Conveying the message of continuously moving toward ‘Beyond SDGs,’ I hope that the making-of process showing how this logo mark came to be will also be shared.”
Chairperson of the Screening Committee: Norichika Kanie (Professor, Graduate School of Media and Governance, Keio University / Chairperson, Public Private Forum on Beyond SDGs)
“Through the screening process, we ourselves were exposed to various ideas, deepening our understanding that concepts cultivated through the SDGs will develop further beyond 2030. Furthermore, I keenly re-experienced the great power of the younger generation, including students. How to leverage that energy and connect it to a sustainable society—I became firmly convinced once again that this very process is the crucial key when considering what lies beyond the SDGs.”
Screening Committee Member: Yuta Iguchi (Creative Director, Hakuhodo Inc.)
“From a professional perspective, the proposal with the ‘speech bubble’ motif might have aspects that appear technically incomplete. However, Ms. Takehara’s work reminded me that in any expression, not limited to design, the most important thing is the ‘feelings’ and ‘passion’ poured into it.
as is the effort to expand our circle of like-minded peers. We want to work hard so as not to be outdone by Ms. Takehara’s passion.”
Screening Committee Member: Yuko Kuniya (Journalist)
“What I felt was most important in this screening session was selecting a work that serves as an opportunity for everyone to question the SDGs once again through the logo mark. Each of the 17 goals championed by the SDGs is an indispensable and crucial goal. Resonating with how it expresses the 17 goals while embedding the strength to move toward new goals for Beyond SDGs and an attitude of ‘questioning,’ we selected Ms. Takehara’s proposal.”
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