BPO


Sushi & Co. by Bond, Finland

Opinion by Richard Baird.

Visual identity and menus for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

Sushi & Co. is a restaurant and cafe on-board a cruise ship taking guests to destinations along the Baltic Sea. It has a modern interior design that mixes dark and light wood furniture, features warm low hanging lights, organic patterned upholstery, cool grey walls, exposed brick panels, slate floors and a visual identity developed by Helsinki based graphic design studio Bond. Extending across menus, napkins, uniforms and signage, Bond’s visual identity leverages association, familiarity and the unexpected, through colour, form and type, to introduce a current Scandinavian simplicity to a more detailed but equally precise interior.

Logo and signage for cruise ship restaurant Sushi & Co. designed by Bond

Monospace logotype for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

Where the wave and scale-like pattern, salmon red colour and fish iconography embraces familiarity and association within the context of a seafood restaurant, all the more relevant because of the restaurant’s cruise ship location, the monolinear, monospaced and condensed qualities of the logotype, punctuated by a moment of play within the ampersand, is unusual and unexpected.

Visual identity and menus for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

Although mechanical and impersonal across the menus, type is well integrated into environment through wood and illuminated signage.

Much like the fish within the ampersand, the use of a wood grain across the surface of monospaced type is distinctive in its contrast of ornamental flourish and typographical utility. This contrast continues through to a white paper and black ink economy alongside panels of a Pantone red that interrupts a dark interior with a moment of colour, in the same way the geometric wave pattern breaks from organic material texture.

Visual identity and menus for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

Visual identity and menus for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

Visual identity and menus for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

Visual identity, menus and napkin for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

Logo and signage for cruise ship restaurant Sushi & Co. designed by Bond

Highlights include the signage, which sandwiches a salmon pink in-between wood, and the goldfish tank-like windows.

Logo and signage for cruise ship restaurant Sushi & Co. designed by Bond

Visual identity and napkins for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

Visual identity, napkins and trays for cruise ship restaurant Sushi & Co. designed by Bond

The result delivers moments of cohesion and contrast, utilises the expected and the unexpected, and draws play from utility with very few assets, an appreciation for space and reduction, interior detail and the restaurant’s Scandinavian location. More work by Bond on BP&O.

Design: Bond. Photography: Angel Gil. Opinion: Richard Baird. Fonts: T-Star Mono Round

Logo and uniform for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

What do you think of Bond’s visual identity for Sushi & Co? Share your thoughts in the comment section below or get the conversation started on Twitter.

Brand guidelines for Baltic Sea cruise ship restaurant Sushi & Co. designed by Bond

More brand identity work by Bond:

Logo - Pur  Logo - Miinus  Logo - University of the Arts Helsinki


  • rlj

    Anyone know what font the logo is written in?

    • William Alexander

      I think it’s T-Star Mono Round Bold

  • Stellar design work and stellar coverage as always Rich.

  • These really are a joy to watch. I can only imagine how fantastic it would’ve been to be a part of this brand development. Amazing work!