Oliva & Quercia Visual Identity

v i s ual identit y s tanda rds

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VISUAL IDENTIT Y STANDARDS

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Visual Identity Standards Jenna Carando Š 2013

TABLE OF CONTENTS OUR VISION The Visual Identity

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Oliva & Quercia

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Educate & Inform

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VISUAL ELEMENTS About The Logo

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The Logo

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Typography

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REGIONAL BRANDING Packaging

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Color Palette

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PRODUCT Final Product

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OUR VISION

THE VISUAL IDENTIT Y This identity standards guide provides an outline of the OLIVA & QUERCIA visual identity system, including logo standards, the mission behind the brand, and the packaging system. The visual identity must remain consistent across all relevant applications, whether it be the packaging, promotional materials, advertisements, or other brand related collateral.

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OUR VISION

OLIVA & QUERCIA The term ‘Italian Cuisine’ has begun to blur the regional distinctions of the Italian peninsula — a country whose gastronomy is a cornerstone of its culture. OLIVA & QUERCIA strives to educate Americans and remind Italian Americans of the diversity between these twenty regions. Each region holds a wealth of traditions and flavors based on local resources and customs. Named for the unifying olive and oak branches of the Repubblica Italiana emblem, OLIVA & QUERCIA provides the authentic flavor of

each region. Pasta is both a unifying and distinguishing dish throughout Italy. Each region prepares their pasta in their own fashion, often a unique story behind the form. Le Tipicità di Pasta Regionali, or the typical pasta of each region, along with a distinct regional recipe, introduces an American market to the authentic taste of each Italian region’s character. OLIVA & QUERCIA emphasizes the intricate complexities of the true Italian cuisines — t he regional cuisines.

EDUCATE & INFORM The OLIVA & QUERCIA identity reflects the mission of the brand. Each package is intended to serve several purposes. First, to be a vehicle for the pasta. Second, to educate Americans about the regions of Italy and their unique pasta types. Each package displays the region’s name, an illustration of the scenery or a landmark of that region, the pasta type that has originated in that region, and a regional recipe and sauce pairing.

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VISUAL ELEMENTS

VISUAL SYSTEM

ABOUT THE LOGO The Olive and Oak branches of the Repubblica Italiana emblem, redrawn by illustrator Danielle Medico, forms the frame of the logo.

The Olive branch symbolizes peace, while the Oak branch represents strength. The combination of the peace and strength symbolized by the two branches holds the diverse regions of Italy together.

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VISUAL ELEMENTS

THE LOGO The Oliva & quercia logo is the cornerstone of the brand’s visual identity system.

The logo must appear on every piece of communication and should comply with the standards laid out in this guide.

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VISUAL ELEMENTS

CLEAR SPACE The logo should always be surrounded by clear space, free of text and graphic elements.

The distance of this clear space must remain consistent with the cap-height of the letters in the logotype.

MINIMUM SIZE In order to ensure legibility, the logo should never appear smaller than 1.5" in print, or 150 pixels on screen. The size relationship within the logotype is fixed and should never be altered.

1.5" ALTERNATE CONFIGURATION When the logo must be represented smaller than 1.5� inch, an alternate configuration may be used.

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VISUAL ELEMENTS

KNOCK-OUT LOGO The logo may be shown knocked out of a color field, as it is in the packaging system.

The color field must provide enough contrast so that the logo is clearly visible.

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VISUAL ELEMENTS

LOGO DON’TS The logo should not be altered or violated in any way. Avoid any representation of the logo that is not aligned with the specifications in this guide.

Do not fill the clear space with graphic elements or text

TEXT

Do not place black version of logo on a color field

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VISUAL ELEMENTS

Do not change the scale of any component of the logo

Do not stretch the logo vertically or horizontally

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VISUAL ELEMENTS

T YPOGRAPHY The typefaces used in the OLIVA & QUERCIA visual identity system are Brandon Grotesque and Trade Gothic Bold Condensed No. 20. Brandon Grotesque, a rounded sans serif, complements the hand-drawn typography of the regional branding.

Trade Gothic Bold Condensed No. 20 is used as an accent on the packages.

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VISUAL ELEMENTS

BRANDON GROTESQUE

Brandon Grotesque Thin

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Brandon Grotesque Thin Italic

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Brandon Grotesque Light

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Brandon Grotesque Light Italic

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Brandon Grotesque Regular

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Brandon Grotesque Regular Italic

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Brandon Grotesque Medium

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Brandon Grotesque Medium Italic

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Brandon Grotesque Bold

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Brandon Grotesque Bold Italic

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Brandon Grotesque Black

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Brandon Grotesque Black Italic

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TRADE GOTHIC BOLD CONDENSED NO. 20

Trade Gothic Bold Condensed No. 20

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Trade Gothic Bold Condensed No. 20 Italic

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REGIONAL BRANDING

PACKAGING SYSTEM

PACKAGING Each of the 20 regions of Italy are individually branding according to a specific packaging system.

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REGIONAL BRANDING

PASTA T YPE Each region’s package accompanies a pasta type that originated in that region, along with a story behind the form.

REGION The name of each region is illustrated with hand-drawn typography. All handdrawn typography by J.Carando.

ILLUSTRATION Illustrations of each region’s distinct scenery or landmarks are shown on the front of each package. Illustrations by D. Medico.

RECIPE CARDS Each region’s pasta package comes with a recipe card with a typical regional recipe, featuring a classic sauce pairing.

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REGIONAL BRANDING

region name

story behind pasta

PASTA T YPE

PASTA T YPE

le tipicitÀ di pasta regionali — t ypical regional parta ILLUSTRATION of scenery or landmark

EXPIRATION

left side panel

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upc code

weight

ALTERNATE LOGO

front panel

REGIONAL BRANDING

Oliva & quercia logo

Oliva & quercia logo story behind brand & brand mission

nutrition facts

nutrition facts serving size 2 oz ( 56 g ) servings per container 8 c alories 200 c alories from fat 10 total fat 1 g

2%

satur ated fat 0 g tr ans fat 0 g cholesterol 0 mg

0%

sodium 0 mg

0%

total c arbohydr ate 41 g

14%

dietary fiber 2 g

8%

sugars 1 g protein 7 g

ingredients

right side panel

back panel

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REGIONAL BRANDING

Oliva & quercia logo

REGION NAME

RICETTA REGIONALE

ricet ta regionale — regional recipe

back of recipe card

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FRONT of recipe card

REGIONAL BRANDING

PASTA T YPE

recipe

BUCATINI ALL’AMATRICIANA

a large pot of salted water olive oil in a pan cook onion & chili pepper cut guanciale into rectangles; add to pan remove guanciale when browned remove onion & chili pepper; set aside add tomato purée & salt to the pan juices cook sauce for 10 minutes return guanciale mixture; stir well turn off heat cook bucatini until al dente; strain pour bucatini into the sauce flavor with pecorino; serve

2 tbsp extra-virgin olive oil

boil

1 medium onion, sliced

heat

chili pepper flakes 4 oz guanciale 1 ½ cups tomato purÉe grated pecorino romano salt

ingredient list

sauce pairing

inside of recipe card, left

inside of recipe card, right

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REGIONAL BRANDING

COLOR PALETTE The packaging sticks to a color palette that corresponds with each region. All twenty regions have their own color. This guide displays five of the regional colors. The color palettes were inspired by vintage travel posters, as well as hotel and luggage tags from each region. Interviews with first generation Italians in America also provided insight into the color palette.

liguria

emilia-romagna

C86 M54 Y61 K45

C31 M98 Y96 K41

R29 G69 B68

R199 G23 B22

TOSCANA

L AZIO

C30 M74 Y100 K26

C19 M57 Y100 K4

R144 G75 B33

R199 G123 B42

CAMPANIA C78 M33 Y61 K13 R57 G124 B108

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REGIONAL BRANDING

LIGURIA Liguria is a region along the Italian Riviera.

The teal is inspired by the Mediterranean Sea. The illustration features the classic cliff seascape of the Cinque Terre.

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REGIONAL BRANDING

EMILIA-ROMAGNA Emilia-Romagna is a northern region known as Italy’s “food basket.” The warm burgundy is reminiscent of the architecture and the signature arches of the region. The illustration depicts the valleys of the region.

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REGIONAL BRANDING

TOSCANA Toscana is known for it’s sprawling hills, dotted with cypress trees. This scene is depicted on the packaging with a warm terracotta brown color.

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REGIONAL BRANDING

L AZIO Lazio is home to Rome and the famous Roman Colosseum, which is illustrated on the package. The bright and warm gold is reminiscent of the terracotta colors of Lazio.

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REGIONAL BRANDING

CAMPANIA Campania is another coastal region, home to Mt. Vesuvius. The volcano is illustrated on the package with a vibrant turquoise background representative of the sea.

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FINAL PRODUCT

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FINAL PRODUCT

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FINAL PRODUCT

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FINAL PRODUCT

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