My Maki is a new fast casual sushi concept which will be based in New York City. The restaurant will offer customizable sushi rolls and traditional Japanese sides in a format similar to other national chains such as Chipotle. All sushi will be made-to-order and ingredients will be selected by the customer. The name ‘My Maki’ was chosen because ‘Maki’ is the name for this type of sushi in Japan, and ‘My Maki’ because it is customized by you, the customer. My Maki will also feature a slogan ‘Sushi How You Like it’, which should be included under the name as part of the logo.
The atmosphere at My Maki will be modern, but not over the top. We want it to be a fun place where a customer can stop in, quickly order their lunch, and then either take it back to the office with them or stay for 15 minutes in the restaurant and eat it. While they are in the store, we want their experience to be enjoyable: the restaurant will feature fun decor with orange and white colors and modern shapes on the walls, the music will be lively and energetic (think brazilian samba), and employees will be doing all they can to ensure the customer is able to leave with a fresh, delicous meal in their stomach and a smile on their face.
18-45, upper-middle class professionals working in midtown Manhattan. Although My Maki will be open for lunch and dinner, approximately 80% of sales are expected to come from the lunch crowd. Most customers will be bankers, traders, lawyers, advertising, and fashion professionals working in the area. The audience will place high value upon cleanliness of the establishment and the existence of a lively/fun but not 'over the top' atmosphere.
Logo must use the name My Maki
Directly under the logo must be the slogan ‘Sushi How You Like It’
Must be very easy to read My Maki and the slogan
Orange, white, and green are preferred colors, with orange and white being the most important.
Slogan should be clearly differentiated from name (possibly through use of different font, color, etc.)
Modern but clean and simple look
No Japanese imagery
Incorporation of simple geometric shapes into logo possible idea (oval, triangle, square, etc… maybe with rounded edges)