Yukiko London will be streetwear fashion, high quality garments. Sweaters, polo shirts, T-Shirts, jackets and pants. This clothing range will be sold worldwide.

The brand is named after their Japanese Akita, named Yukiko.

In their brief, they mentioned several ideas to work on and had several images where they tried doing the letter “Y” in Japanese. From that I took the idea of having the letter “Y” as the icon, so when I was searching for how to write Y in Japanese, I read that Japanese is not written like English, instead each “letter” in Japanese represents a whole syllable in English. So I googled how to write "Yu" of Yukiko in Japanese (displayed on the last image) and converted it to a more abstract and modern shape. If you have a look at how "YU" is written in Japanese, you will notice it looks more like letter "P", so what I did is made my version of “YU” look more like "y". And changed the stroke style to a brush stroke for it to have that street vibe.