Heart Art (Hearatart, ハートアート) is a textile collection brand of Fujie Textile, a Japanese interior fabric company. The brand name and logotype were created in 1973 by Japanese graphic designer Ikko Tanaka, who had earlier designed the Fujie Textile corporate logo in 1968.[1][2] The collection reproduces textile designs by Hiroshi Awatsuji, the textile designer who worked with Fujie Textile from 1963 until his death in 1995.[3]
Design and History
Fujie Textile’s own archive records that Ikko Tanaka designed the company logo in 1968 and that the Heart Art Aoyama shop opened in 1973.[1] A retailer’s description of the collection states that Tanaka handled the naming and logotype for the Hearatart brand in 1973.[2] Tanaka also served as art director for the 1973 exhibition “Hiroshi Awatsuji Textiles Exhibition,” held the same year the brand launched.[4]
The brand name combines “Heart” and “Art,” reflecting the idea of bringing art to the heart, a concept Fujie Textile describes as expressing its sincere commitment to design.[5] The collection has been reproduced in modern times, with Fujie Textile noting that the designs are now produced by hand printing.[3]
Meaning and Symbolism
Fujie Textile explains that the name Heart Art means “art in the heart,” a phrase that carries the company’s earnest feelings toward design.[5] The brand is positioned as a way to enjoy textiles as one would display art in a room.[5]
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