Yo! Sushi by Paul Belford Ltd, United Kingdom

Opinion by Richard Baird.

London-based graphic design studio Paul Belford Ltd. have just published images of their recent rebranding work for restaurant chain Yo! Sushi. This included an updated logo together with an extensive 200 page brand book, presented in a bespoke Japanese bento box, that covers a variety of new graphic assets. These included illustrative panels, menus and chopstick sleeves, as well as art direction.

It is a huge project with plenty of assets. These draw on the iconography and typography of Tokyo, are rich in detail, broad in their reference but worked together well using solid colour.

The logo feels less cartoon and far more urban. Its breaks and monolinear quality feel more inline with neon signage but with some of the energy retained from its previous iteration through sloping character and exclamation mark. There is still character, but works more in conjunction, rather than in competition with other more interesting assets. Be sure to check out Paul Belford Ltd. for a lot more images. More from Paul Belford Ltd. on BP&O.

Design: Paul Belford Ltd. Opinion: Richard Baird.

What do you think of Paul Belford’s brand identity for Yo! Sushi? Share your thoughts in the comment section below or get the conversation started on Twitter.