旬魚菜まこと VI
旬魚菜まこと
MAKOTO 2018
日本タイポグラフィ年鑑2019 入選
日本タイポグラフィ年鑑2019 掲載
日本のロゴ＆マーク集 Vol.5 掲載
ロゴデザイン研究 100の実例に学ぶ最適解を探し出すアプローチ 掲載
前身のうどん店から県内外の有名店で修行した三代目が加わり旬の魚と旬の野菜が楽しめる『旬魚菜まこと』としてリニューアル。こちらのVI一式を担当しました。二代目のつくる〆のうどんもオススメ。ロゴは『まこと』の「ま」の文字をうどんに見立てた1本の線で表現。「お客様の喜ぶ顔を思い浮かべながら、一杯一杯を大事につくる」。三代に渡り引き継がれる想いを初代、二代目、三代目の3つの接点として1つに結び「まこと」の系譜とした。三代目にあたる3つ目のエレメントは魚の形になっています。
Following its renewal, the former udon restaurant evolved into Makoto, a restaurant serving seasonal seafood and vegetables, led by the third-generation owner after training at renowned restaurants both within and outside Tokushima. I was responsible for developing the complete visual identity for the rebrand. The restaurant's signature finishing udon, prepared by the second-generation owner, remains an essential part of the dining experience.
The logo is formed from a single continuous line that transforms the Japanese character “ま” (ma) into the image of a strand of udon noodles. It reflects the philosophy of preparing every bowl with care while imagining the smiles of the customers who will enjoy it.
The three connecting points within the mark represent the first, second, and third generations of the family, expressing the continuity of their shared values and craftsmanship. The third element is subtly shaped like a fish, symbolizing the restaurant's new focus on seasonal seafood while honoring the legacy passed down through three generations.