Identity   Cars   Packaging  

The making of the Yakitoriya logo and corporate identity

Overview   Process   Real Life   Awards  

Part I   Part II  

Inviting more designers to join the fun and generate new ideas.

Preparing a presentation.

yakitoriya process new 18

The client chooses the one with the crane, but asks to use the text from the one with the roll. Checking out how it might look.

yakitoriya process 07 1

Right before the client meeting the manager and the designer hold a bet whether the client will pick the crane logo. The designer loses and has to walk around the studio with a crane puppet on his hand for two days.

yakitoriya process sterkh

As for the logo, right now the crane looks more like an illustration: there are too many random lines. And we need it to look like a nice sign instead. Trying to construct it without losing the elegance of the original.

yakitoriya process 08
yakitoriya process 10

Art director: It looked better with a larger gap, now you can’t easily see the chopsticks. Number 3 is the least awful. The wrist is too thin for my taste.

Making the wrist thicker and trying the result on a façade.

yakitoriya process 12

Nope, too thick, making it thinner again.

yakitoriya process 13

Before and after:

yakitoriya process 14

Client: Let’s make the forearm a bit more graceful and the chopsticks thicker where they come together. The image is in the attachment.

yakitoriya process 15

Let’s.

yakitoriya process 16

A couple more pictures with sensible suggestions from the client.

yakitoriya process 17
yakitoriya process 18

Right.

yakitoriya process 19
yakitoriya process 20
yakitoriya process 20 1

Starting to work on the style elements. The first approach.

yakitoriya process 21

No. The second approach.

yakitoriya process 22
yakitoriya process 27
yakitoriya process 29
yakitoriya process 23
yakitoriya process 24
yakitoriya process 25
yakitoriya process 26

Meanwhile, the type designer sends the English version of the logo and all necessary descriptors.

yakitoriya process 30

We also get the idea to create a sign without the black segment for uniform dark backgrounds (and without the white one for light backgrounds).

yakitoriya process 31

Slightly increasing and reassembling the descriptor.

yakitoriya process 32

Returning to style elements and patterns.

yakitoriya process 33
yakitoriya process 34
yakitoriya process 35
yakitoriya process 36

Thinking about wait staff uniforms.

yakitoriya process 37

Choosing the corporate typeface.

yakitoriya process 38
yakitoriya process 39

The illustrator draws a wonderful pattern using images that can be used independently.

yakitoriya process 40
yakitoriya process 40 41

Assembling yet another presentation and showing to the client.

yakitoriya process 41
yakitoriya process 42
yakitoriya process 43
yakitoriya process 44

The client rejects the colorful variety, picks one of the geometric patterns and asks to make others in the same style. OK.

yakitoriya process 45
yakitoriya process 46

Typesetting the style guide.


Order a design...