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Yo! (Sushi) rebrand. Already. Maybe.


Yo! Sushi has rolled out a new rebrand, coming only six months after the old one, Design Week reports.

Apparently they've decided to drop the word "sushi" from the name, which could indicate a change in direction - or a branching out - for the company, and have moved away from the 'this is Tokyo' theme.

The new look, designed by Paul Bedford and echoing the original logo from 1996, replaces the anime-inspired identity designed by &Smith, which I commented on here.

Quite why they've decided to change so soon is a mystery, with a spokesman saying that the new logo is an “evolution” of the restaurant’s branding rather than a rebrand. According to the Design Week article, there could be even more changes afoot, which makes you wonder why they bothered rolling anything out until it was complete.


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