Yo-Yo Company Inc Identity

Brand Identity for 株式会社ヨーヨーカンパニー, Yo-Yo Company Inc. www.yoyocompany.jp

The mark is derived from the repeated shape of the letters Y and O, creating a pinwheel effect to represent the rotation of a yo-yo. The shape was inspired by Japanese Kamon (family crests, not unlike Feudal coats of arms), an area of ancient design I find particularly interesting. The letter shapes are based on Fontworks FOTスーラ font.

Because of its close association with the REWIND subsidiary, Yo-Yo Company Inc shares the same color scheme as the online yo-yo store.