Joe Leadbeater
OUGD504
Design for Print & Web
Final Sheets
Design for Print & Web -Vignelli’s Concept
“The worse the designer is, the more typefaces he uses.”
In the heart of London’s creative culture lies Vignelli’s, an authentic Italian restaurant, with fresh ingredients imported from Veneto, Italy. Vignelli’s, as the name suggests, was inspired by Italian graphic designer and modernist, Massimo Vignelli. The way the restaurant has been branded relates to Vignelli’s beliefs on design, as stated: - Functionality and timelessness is key. - Vignelli believes that only 5 or 6 typefaces are ever needed - Not necessarily the typical modernist ‘bold sans serif ’. One example he states is ‘Garamond’ - The typeface chosen. - Comparison of large point sizes with small point sizes work well together. - Grids are vastly important to communicate successfully. - Logo design involves a huge consideration, as it can essentially be the face of the company. - International paper sizes should be used over US paper sizes. ‘A4 should always be used for stationary’ - Rulers are perfect for separating text, and splitting it into grids. - Vignelli prefers a primary palette of ‘red, blue and yellow’ - White space should be used to your advantage. With these in mind, I formed an identity around Vignelli’s rules.
Massimo Vignelli Above: A double page spread of Vignelli’s Canon - A free ebook. Here you can see the typefaces he stated should be used by every designer.
Joe Leadbeater
Logo
OUGD504
Design for Print & Web
Final Sheets
As this was an ISTD brief, I wanted to create a typographic logo. Vignelli stated that logos should be ‘timeless and classic’, which made me instantly think of a classic car logo. I found inspiration in the MG logo, a strong geometric shape that never loses it’s age or heritage. I decided to hand rendered and then digitally tweek a geometric logo myself, that holds the same amount of clarity.
Logo variations: As you will see, I created 2 different logos. The first logo can be used much easier at a small size, with it’s readability becoming diffficult at 10mm. The second logo is more ellaborate, and is to be used on larger areas.
Colour: Vignelli states that he likes to use primary colours, and so I chose to use a vivid red, with black and white for clarity. Red can also be associated with quite a high end and sophisticated aesthetic, something I was looking for.
Typeface: Garamond is one of the stated typefaces that Vignelli thinks every designer should use, one reason why I chose it. I also think that this elegant serif would be appropriate for my audience, and also appropriate for a high end restaurant.
Garamond Italic
Garamond Regular
Garamond Bold
(Bodycopy)
(Titles / Headers) (Subheaders)
Joe Leadbeater
Mockups Here you can see the variety of mockups I produced, before printing some of the products themselves.
OUGD504
Design for Print & Web
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Joe Leadbeater
Vignelli’s Deli The deli would be a section of the restaurant space, dedicated to sellling italian goods. As well as importing other branded goods, the deli would customers to purchase goods they have eaten in the restaurant. There is a clear identity across all of Vignelli’s Deli products, with a 50/50 colour in use, as well as a large and clear point size. A separate uniform will be used, to show who works at the Deli, and who works at the restaurant. The images shown: Pasta, Coffee, Crisps and the uniform.
OUGD504
Design for Print & Web
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Joe Leadbeater
Interior / Exterior
OUGD504
Design for Print & Web
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These mockups show how the restaurant would look . I wanted it to look quite rustic and traditional, as Vignelli’s pride themselves on being an independant restaurant. I also think my audience would find this aesthetic appealing.
The logo vinyl cut and stuck on a window.
I would like to use exposed floor, to add to the rustic look. Here you can see an example of the logo printed on the floor.
As the logo was inspired by a clasisic car logo, here is an example of a classic Italian car - The Fiat 500. The logo would be printed on the car for promotional reasons.
Joe Leadbeater
Printed Products Here you can see the printed product range. I printed business stationary: Mailshot, letterhead, businesscards, Customer products: glass bottle, a bowl, drinks list, menu, and receipt, and also a order form for the waitress to use.
OUGD504
Design for Print & Web
Final Sheets
Joe Leadbeater
OUGD504
Design for Print & Web
Final Sheets
Joe Leadbeater
OUGD504
Design for Print & Web
Final Sheets
Joe Leadbeater
Website I chose to mock up a website, as a form of promotion for the restaurant. To view the website in more detail, please look at my blog post on my website design.
OUGD504
Design for Print & Web
Final Sheets
Joe Leadbeater
OUGD504
Design for Print & Web
Final Sheets
Joe Leadbeater
App
I chose to create an app which gives you authentic italian recipes. This is a form of promotion for the restaurant, and may encourage people to visit either the restaurant or the deli.
OUGD504
Design for Print & Web
Final Sheets