Phonetically, the correct pronunciation is ‘Yo-mans’, so to help people pronounce it correctly, a diacritical mark or glyph (ō) is added to a letter. This
also offers a level of perceived cosmopolitan style associated with premium or luxury brands.
The approach was to reposition Yōumans as being more than just a presentation or sales case. To provide a simple and memorable product structure that intuitively
guides customers to the product and information that best suits their lifestyle.