Tate + Yoko

Logo designed for Naked & Famous Denim’s retail store called Tate + Yoko

Logo designed for Naked & Famous Denim’s retail store Tate + Yoko.

"Speaking of logos, the Tate + Yoko name is more than just an oft-mispronounced store sign. “Tate + Yoko (ta-tay + yoo-koo), which in Japanese means ‘warp’ and ‘weft’, are the two different directions that make up denim. The Tate yarns are the warp yarns which run and these are the Yoko yarns which run through the shuttle. It shuttles back and forth along the machine and on each pass it seals the edge of the fabric closed making the self edge, hence, ‘selvedge’ denim. And this little thing [he points out the logo] is a Japanese children’s rhyme that every kid learns [he says the rhyme and retraces the face with his finger] “tate tate (the ‘eyes’) yoko yoko (the ‘eyebrows’) maru-kaite (the outline of head) chon! (the mouth)."
Tate Tate Yoko Yoko Maru-kaite Chon!

 http://www.thinkcontra.com/tate-yoko/


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