Sushi AOI Logo
Sushi AOI is an established purveyor of some of Washington D.C.’s finest sushi. The restaurant had never undertaken formal branding, but did have an established logo. The owner brought IDEAS2IMAGE in to modernize the a logo, while maintaining continuity with the well known mark.
Project Synopsis
Working with a well established brand’s logo is a delicate exercise. There is a need to move forward, but too drastic of a change can alienate an established client base who associate the logo, good or bad, with a brand identity. During Sushi AOI’s logo modernization process, the owner expressed this same concern; he did not want the modernized logo to stray too far from the look the restaurant’s patrons had come to know and love.
IDEAS2IMAGE developed a series of design composites, which depicted the look that a new logo might adopt. Some of these pushed the envelope a bit further than others, but all retained a connection with the established logo. In the end, Sushi AOI chose to incrementally evolve their brand. The design that was selected was a less abstracted version of the established logo, which more clearly evokes the Japanese flag and a bamboo-frame structure of the far east.
Process: Learn–Solve–Deliver
In the context of brand identity, our process is applied by first learning about your organization’s marketing mix, product, and target audience. We explore the qualities that define your brand, and then conduct research to gauge the brand perception in the marketplace.
We solve the core brand problems that we identify, by devising approaches that will improve brand identity or bring clarity to an established brand. The approaches that we suggest can be tested in a controlled environment to determine the best course forward.
We deliver brand improvements by creating logo designs, style guides, or strategies that address the issues that emerged during our discovery process. We refine the shape, color, and presentation of logo designs; fine tune corporate identity; and implement strategic brand initiatives.
