Based on calligraphic variations, the Arabic script in this bilingual identity becomes a graphic device that neatly corners itself in a square alongside the Latin name for the logo, but is free enough to allow some compositional independence for each of the languages.
Calligraphy: in collaboration with artist Samir Sayegh
The simple triangle emblem pointing up, disguised as some kind of superscript, along with the introduction of Helvetica and a vivid blue color, are the elements that push this identity forward.
The simple abstraction of salmon flesh alludes to the context by referencing the purity of Japanese wood-cut prints, setting itself apart from the profusion of faux Japanese typefaces on the scene.
