Brand New recently covered the newly redesigned logo for the Sendai Astronomical Observatory in Sendai, the capitol of Miyagi Prefecture and one of the major cities of northeastern, Japan. It’s rare that a brand campaign makes me sit up in my seat and blurt, “Gorgeous!” but this one did, in its simplicity and the brilliance of its execution, in how gracefully it handled the bilingual depiction of the name (nice, sleek typeface for the kanji, too!), and in drawing out “hidden” astronomical imagery from everyday items. The rendition of a gas giant and its rings in the curve of a cup and saucer is deliciously wonderful.