Conceptual Art Director › Project

Gogo

Visual identity for an offbeat bar-restaurant

• Year: 2005
• Fields: Identité visuelle, Signalétique, Print

A bar above Nanda-yo: same client, Grupo MYT, same entrance, and the same taste for the offbeat. Gogo is first a nod to the schoolgirl assassin of Kill Bill, but above all it is Kogal culture: the school uniform that Japanese youth turned into a sexy icon. The whole world of the bar starts there, the logo, the menu, the wall decor, right down to the toilets.

The logo

GOGO, the schoolgirl killer of Kill Bill, lends her name. The logo itself kills no one: round, pink, almost childlike lettering that plays on the false innocence of the uniform.

Visual identity

Everything is drawn as if it were the diary of Gogo, the schoolgirl: little-girl pink, round lettering like careful handwriting, pages decorated during class. The menu is a page of that diary, the walls too. The dreams written in the toilets are its most secret pages.

Signage

Two venues, one entrance: the signage takes up the logo of Nanda-yo, the restaurant below, to say you are with the same people. In the toilets, Spanish texts cover the walls: Gogo's erotic dreams, with the crude words translated into Japanese.