B R AN D G U I D E ED I T I O N O N E PU B L I S H ED IN 2019
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CONTENTS
08 10 16 20
On Filippo
24
Guides
32
Secondary Elements
42 44
Typography
04
36
Our Culture Inspiration Brand Identity Logo
Color Applications
04 — 05
INT R ODU C T ION / F IL IP P O B R A NDING
DISCOVERY
Who
ALL ROADS in Boston lead to
Filippo, a classic Italian restaurant with roots from the town of Sulmona, Italy. It’s location can be found in the eastern part of Boston’s famous North End neighborhood, filled with rich history and a massive sense of famigilia.
On the first floor is the cozy and informal bistro serving classic, as well as innovative, Italian dishes with a focus on the Abruzzo region of Italy. The restaurant was established in 1985 by it’s founder Filippo Frattaroli
Where
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Dominating one of the bridges into Boston, Filippo ristorante is one of the major gatekeepers of the city
impossible to miss on your into
the metropolitan area. The Charlestown bridge leads right into the heart of the North End, with Filippo standing proud. Just a ten minute walk from Hanover Street, and a quick hop away from the famous TD Garden, where the Celtics and Bruins play, Filippo is at the center of crossroads and heavy foot traffic.
The North End known for its Italian American population and multiple fine Italian American style restaurants is one of Boston’s historical neighborhoods. Even Paul Revere’s house as it’s place in the hidden avenues of the North End.
Culture
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“Very good Italian food. The inside was very rustic. . . gives it a good feel. Wait staff was great. Prices were reasonable. We really liked the history on all the walls.”
Our link to Italy, but more
specifically to our native region of Abruzzo, is an integral part of our family’s identity. Quite simply, it is the tapestry of who we are personally and professionally. My culinary journey began in Sulmona and now my career has brought me back there full circle. Our connection to Italy required that we wanted to be more than just tourists who travel to Italy on occasion. It necessitated that we position ourselves as residents there as well.
INT R ODU C T ION / F IL IP P O B R A NDING
DISCOVERY
The purchase of this historic palazzo secured such a bond. Living a part of the year in Sulmona, we are privileged to have the distinct opportunity to share, in an ongoing and unparalleled basis here in our restaurants in Boston, the rich culinary traditions and customs that we know to be the true Italy.
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Mood Boards
I N S P I R AT I O N
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Imagery has a great sense of history and tradition from the city of Sulmona, which the owner originates from. The place has a colorful culture and great photographs of family and friends. The family crest of the owner’s family is also used in a few places, as well. T he re staurant
Sense of history is vital to the mood of the restaurant—representing the art, architecture, and the culture of Italian tradition gives the restaurant a true feeling of comfort and warmth.
DE V E L OP ME NT / F IL IP P O B R A NDING
I N S P I R AT I O N
Typography is a type pairing c onsisting a traditional serif with a modern sans serif. While also needing to resonate with bistro lettering with its condensed typefaces and high x heights.
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T yp e di recti on
DE V E L OP ME NT / F IL IP P O B R A NDING
I N S P I R AT I O N
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Brand Identity
Evolution
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The visual identity of the restaurant currently suffers due several factors.
First its branding makes no effort
to draw in new audience, (they rely solely on location for this). Second, the logo is not used in the same manner across different medias. One thing to acknowledge that makes sense as a deliberate design reason is the inclusion of the “griffin� in the logo to harken back to old Renaissance family crests.
Old Logo
IDE NT IT Y / F IL IP P O B R A NDING
LOGO
The first problem with our old logo was that it wasn’t representative of our rich history, and only had the griffin to show for our Italian lineage. Additionally, the logo was poorly constructed and the shapes and forms are not considered. The second issue is that the lettering is in a weird gray area between formal and informal. The letters look like they used to be part of an ornate hand lettered sign but have been worn down from time. As for the simplification, the logo has a total of five elements with can hinder its legibility at smaller sizes.
Our Logo
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The wordmark with the arch icon direction became the new identity.
New Logo Wordmark + Icon
IDE NT IT Y / F IL IP P O B R A NDING
LOGO
The icon is a direct translation of the Roman aqueduct that runs through the city of Sulmona, the city from which the owner originates from. The wordmark is a typeface that takes its forms from the typeface Engravers and then customized to better emulate the Roman arches. The capheight of Engravers was increased to create more readability at smaller sizes.
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Old Logo
IDE NT IT Y / F IL IP P O B R A NDING
LOGO
New Logo Wordmark + Icon
100%
75%
50%
25%
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10%
IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
X
Mechanics Padding + Sizing
7X
When used the logo needs the equivalent of one F around to create padding and to keep other elements in the design from crashing into the logo. The mark at smaller sizes can drop the icon to increase legibility and the wordmark is slightly tracked out to help with readability.
X
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IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
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IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
Second Elements
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The brand system makes use of two patterning elements to help tie the identity and applications together.
Floridly Patterns
The first is a floridly inspired mark that is formed out the shapes of the Roman arches. This secondary mark harkens back to the sugar flowers that are traditionally crafted in Sulmona as well. The icon can also be used for fine detailing and adding an extra touch to a layout or application.
Arch Textile Filled
The second element is the arch textile pattern, which can be used for surface de-signed, such as the back of a business card, pamphlet, or even napkins. The icon can also be representative a stack of wine glasses. The pattern can be shown in filled in or outlined.
IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
Arch Textile Outlined
Alternate Directions
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These logos were strong but didn’t portay the brand the best.
Direction 2 consisted of a
customized wordmark, that is inspired directly from Italian bistro lettering and the thicks and thins of Italian renaissance lettering as well. The icon system is inspired from the three landmarks from the town of Sulmona. direction 3 is an emblem based design consisting a more modern approach to the old logo’s griffin symbol, a more modern type, and the year the restaurant was founded to show the history of the restaurant.
IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
RISTORANTE
87 19
FILIPP O
19 Typography
ENGRAVERS is a serif typeface
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designed by Robert Wiebking in 1899. This style of formal, engraved lettering was popular around the turn of the twentieth century. The design features wide letterforms and is available in uppercase only, which is traditional for the engravers genre.
985 Alphabet Full Set of Characters
IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
Abcdefghijklm no p q r s t u v w x y z
Qu Domaine text descends
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directly from the Hardys logotype and typeface, which was designed under the direction of Adelaide-based design consultancy Parallax.
uar Alphabet Full Set of Characters
IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Ris 4 0 — 41
Franklin Gothic can be
distinguished from other sans serif typefaces, as it has a more traditional double-story g. Other main distinguishing characteristics are the tail of the Q and the ear of the g. The tail of the Q curls down from the bottom center of the letter-form in the book weight and shifts slightly to the right in the bolder typefaces, creating a dynamic face.
stor Alphabet Full Set of Characters
IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Color Palette
Roman Gold is to create a
AQUEDUCT STONE comes
sense of royalty and elegance. This is the main color of the brand, while the rest is a secondary palette.
from creating a sense of the monument from which the identity orbits around. This stone color also is softer than a harsh black.
FOUNTAIN BLUE symbolizes
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the main fountain plaza that is in the center of the city of Sulmona. This plaza is a gathering place for the people of this town.
FLOWER MAROON is inspired
from the sugar flowers that are handcrafted and sold in the markets as sweets. The maroon adds a richness to the identity and creates a sense of romance and warmth.
C20 M85 Y20 K0 R210 G189 B75 D2BD4B
C50 M28 Y4 K0 R129 G163 B206 80A3CE
C60 M51 Y51 K21 R101 G102 B101 656665
C20 M76 Y90 K8 R185 G59 B64 B93B40
IDE NT IT Y / F IL IP P O B R A NDING
SYSTEM
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Applications
To Go Bag
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Menu
THE MENu was redesigned and re-
formatted to become a waterfall menu which each page containing a new part of the menu. The pages are structured to flow in order of how an Italian meal is consumed. Each day of the week are
A P P L IC AT IONS/ F IL IP P O B R A NDING
C O L L AT E R A L
different specials and to accommodate for this change there are five different papers that clip onto the custom engraved board.
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Specialty Wine
A P P L IC AT IONS / F IL IP P O B R A NDING
DECALS
Window Decal
Plate Decals
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Business Cards
A P P L IC AT IONS / F IL IP P O B R A NDING
DOCUMENTS
Stationary Letterhead + Envelope