Identities

Yu Sushi takes the Japanese sushi dining experience and fuses it with a modern Californian aesthetic. Set to open in Taipei, The Ambassador Hotel Group’s Landmark Club approached Whitespace to develop the logo for its newest outlet named “Yu” which means “Fish” in Chinese. To capture the casual-California-meets-Tokyo-city feel, the studio researched and looked at images of 1950 Chevrolet cars with fins as well as Japanese block prints and tattoo art. The resulting Yu Sushi is comprised of a contemporary wordmark that is inspired by both the shape of a knife blade and the tail of a fish – both of which signify the experience and character of the outlet.