As part of the "Logocore 30 day challenge", I was tasked with making a variety of Logos from well constructed briefs provided by Logocore. Zen Sushi was a great oppurtinity to explore less cliche imagery, resulting in something more bespoke and unique.
Zen sushi was a personal experiment to create a Sushi shop logo with no cliche images. No oriental typefaces, No images of sushi, No chopsticks. Effectively it was an experiment in finding more unqiue visual cues, without leaning on the tried and tested sushi.
THE CHALLENGE
To avoid any cliche images, and instead look for something still unqiue to the brand but that would make it stand appart. The objective was to practice at efficient investigation. Getting as deep as possible into an industry without over indulging in details and unproductive information.
THE SOLUTION
Koi carp came up time and again as a very personal and very important element in Japanese zen culture. The Yin and Yang style swimming i found very visually pleasing and recognisable. The colours were as minimal as possible with black and white, with red details to simulate the colour of tasty!
The Knife was another key element. Specifically sushi knives come in a selection of sizes and all have a unique action associated with them. I went with a Seisuke Petty Japanese Chef Knife. Ideal for most sushi preparation.
The font was chosen for its bold and straight lines. Giving the impression of a hand painted sign of sorts.
