YO – alt

Whilst doing research as part of a brand project for restaurant chain YO! Sushi, I was reminded of how basic shapes played such a fundamental role in Japanese design.
From the beautiful simplicity of the national flag, to elements in the work of designers such as Tadeo Ando, Rei Kawakubo, Ikko Tanaka, Masayoshi Nakajo, Naoto Fukasawa and Yusaku Kamekura.
Playing with the simplest of shapes, YO! Sushi was reduced down to just YO with a few carefully related circles and a triangle.

Configured vertically, this mark also echoed kanji’s traditional stacking.