Miko are women in the service of Shinto shrines (at the biennial Sanno Festival in Tokyo).The translation of Miko is "woman of god" (chosen by, or totally devoted to, the gods), but the closest meaning is "shrine maiden." Photo by tokyobling.
scale and proportion to create mood - use of large type to be playful. The large O's frame the faces in the design, making you focus on them. The faces are smiling creating a mood of happiness and playfulness.