Our Branding Thought Process＿A Highly-Applicable Brand Name
When one hears “Tango Chirimen”, one might think of 100% pure silk, a fine texture beloved bymany, or maybe even a 30-centemeter-thick textile used in Japanese clothing. However, new fabrics
born from technological innovation are commonplace amongst merchandise offered by the Tango
Textile manufacturers. With a background in traditional Tango Chirimen techniques, members of
this association introduce fresh ideas and designs. As new merchandise continues to push theboundary of what it means to be “Tango Chirimen”, we felt it necessary to employ a new brandname in preparation for global advertisement. Thus, we present to you “TANGO OPEN”.

＿Why “TANGO OPEN”“TANGO OPEN” is both a brand name that will coexist with the traditional “Japanese” Tango
Chirimen, as well as a declaration of determination. It is a strong message highlighting ourconfidence in this product. Taking the deep, refined tradition of Chirimen into account, we believethat this product can be appreciated by the world.
“OPEN” can also mean “to begin”. A word ready to OPEN up a path to the world, it invites
two-way communication and various points of views. On the other hand, TANGO was originally apart of the Tanba Province (丹波 in Japanese), and it is believed that the original Japanesecharacters used to spell Tanba are ( 旦 波 ). These characters translate into “ sunrise ” and“beginning”, and although it would be grammatically correct to say “OPEN TANGO”, weproposedly emphasized the word “TANGO” in order to show our craftsmen’s love for our region.
It is our belief that this is a suitable expression to convey, “From Tango to the world, and from theworld to Tango.”

About Our Logo, Brand Name Marketing, and Design＿Specifying Location with “TANGO KYOTO JAPAN”
For the time being, we plan to release the phrase “TANGO KYOTO JAPAN” in conjunction withour brand name. It is a sort of address as JAPAN and KYOTO are already known by people aroundthe world. Using this wording, we can impart that TANGO is a part of KYOTO and inform theworld of our magnificent fabrics’ origin. Also, we took into consideration what can and cannot be
trademarked as we designed our brand name and logo. Our goal is to eventually be able to release
them both as standalone entities.

＿The Design of Our Logo
The square is a symbol representing cloth and the “O” of “OPEN”. It is also a figurative door to therest of the world. This particular square was constructed based on both the Egyptian-born golden
ratio as well as the silver ratio. The latter is well known amongst the Japanese, so this provides us
with two symbols combined into one: a symbol of the world (golden ratio), and a symbol of Japan(silver ratio). In addition, next to the square lies a slash. On top of the slash having the meaningof “partition”, this one is aimed upwards and is depicted in a positive light. Furthermore, inaccordance with the character “旦”, if one tilts the logo at an angle it will resemble a sunrise.
We tried our best to design a simple yet rememberable logo. However, it was also necessary tocreate something original to ensure patentability. Keeping both of these goals in mind, we arrived
at our current design. We expect that this type of open-ended composition will allow us to use thelogo in a wide variety of situations, perhaps even unrelated to textiling. For example, it may bepossible to market the food, lodging, and pastimes of Tango under the「TANGO OPEN」brand.

＿The Reasoning behind “TAN G °OPEN”
While being a well-balanced expression that pays homage to the “Tango” region, it tactfullyconceals the positive catchphrase, “GO OPEN”.
It should be apparent that this is a combination of our region’s name and “GO OPEN” when theexpression is paired with “TANGO KYOTO JAPAN”. However, here lies an important feature: there

is a small space between “TAN” and “G ° ”. If we made the space too large, then the phrase wouldcease to be read smoothly as one word. It would also start to lack regional appeal. Furthermore,“tan” is a verb that already exists in English, so speakers of that language might imagine “dryinganimal hide” or “spanking”. Thanks to this faint space between “TAN” and “G ° ”, the trademarking
process becomes smoother, and we can convey that “TANGO” and “GO OPEN” are two sides of thesame coin.

Tango Textile Industrial Association.