1

visual identit y standards

2

3

VISUAL IDENTITY STANDARDS

Visual Identity StandardsJenna Carando © 2013

OUR VISION

VISUAL ELEMENTS

REGIONAL BRANDING

PRODUCT

The Visual Identity

Oliva & Quercia

Educate & Inform

4

5

5

About The Logo

The Logo

Typography

6

7

12

Packaging

Color Palette

Final Product

14

20

24

TABLE OF CONTENTS

6

OUR VISION

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.

THE VISUAL IDENTITY

7

OUR VISION

OLIVA & QUERCIA

The term ‘Italian Cuisine’ has begun to blur the regional distinctions of the Italian pen- insula — 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 com-plexities of the true Italian cuisines — the regional cuisines.

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.

EDUCATE & INFORM

8

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.

ABOUT THE LOGO

VISUAL SYSTEM

VISUAL ELEMENTS

9

The OLIVA & QUERCIA logo is the corner-stone 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.

THE LOGO

VISUAL ELEMENTS

10

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.

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.

When the logo must be represented smaller than 1.5” inch, an alternate configuration may be used.

CLEAR SPACE

MINIMUM SIZE

ALTERNATE CONFIGURATION

1.5"

VISUAL ELEMENTS

11

The logo may be shown knocked out of a color field, as it is in the packaging system. The color field must provide enough con-trast so that the logo is clearly visible.

KNOCK-OUT LOGO

VISUAL ELEMENTS

12

The logo should not be altered or violated in any way. Avoid any representation of the logo that is not aligned with the speci-fications in this guide.

DO nOt fill the clear space with graphic elements or text

DO nOt place black version of logo on a color field

LOGO DON’TS

TEXT

VISUAL ELEMENTS

13

DO nOt change the scale of any component of the logo

DO nOt stretch the logo vertically or horizontally

VISUAL ELEMENTS

14

The typefaces used in the OLIVA & QUERCIA visual identity system are Brandon Gro-tesque 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.

TYPOGRAPHY

VISUAL ELEMENTS

15

BRANDON GROTESQUE

TRADE GOTHIC BOLD CONDENSED NO. 20

Brandon Grotesque ThinBrandon Grotesque Thin ItalicBrandon Grotesque LightBrandon Grotesque Light ItalicBrandon Grotesque RegularBrandon Grotesque Regular ItalicBrandon Grotesque Medium Brandon Grotesque Medium ItalicBrandon Grotesque BoldBrandon Grotesque Bold ItalicBrandon Grotesque BlackBrandon Grotesque Black Italic

Trade Gothic Bold Condensed No. 20

Trade Gothic Bold Condensed No. 20 Italic

123456789012345678901234567890123456789012345678901234567890123456789012345678901234567890123456789012345678901234567890

1234567890

1234567890

VISUAL ELEMENTS

16

PACKAGING SYSTEM

PACKAGING

Each of the 20 regions of Italy are indi-vidually branding according to a specific packaging system.

REGIONAL BRANDING

17

PASTA TYPE

REGION

ILLUSTRATION

RECIPE CARDS

Each region’s package accompanies a pasta type that originated in that region, along with a story behind the form.

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

Illustrations of each region’s distinct scen-ery or landmarks are shown on the front of each package. Illustrations by D. Medico.

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

REGIONAL BRANDING

18

REGIONAL BRANDING

PAStA t YPE

REGIOn nAmE

PAStA t YPE

UPC CODE wEIGht ALtERnAtE LOGOEXPIRAtIOn

StORY BEhInD PAStA

le tIpIcItÀ dI pasta ReGIonalI — t YPICAL REGIOnAL PARtA

FRONT PANELLEFT SIDE PANEL

ILLUStRAtIOn Of SCEnERY OR L AnDmARk

19

REGIONAL BRANDING

BACK PANELRIGHT SIDE PANEL

nutrition factsservinG size 2 Oz ( 56 G )servinGs per container 8calories 200calories from fat 10

total fat 1 G 2%

saturated fat 0 G

trans fat 0 G

cholesterol 0 mG 0%

sodium 0 mG 0%

total carBohydrate 41 G 14%

dietary fiBer 2 G 8%

suGars 1 G

protein 7 G

OLIVA & QUERCIA LOGO

StORY BEhInD BRAnD & BRAnD mISSIOn

nUtRItIOn fACtS

InGREDIEntS

OLIVA & QUERCIA LOGO

20

RICETTA REGIONALE

BACK OF RECIPE CARD FRONT OF RECIPE CARD

REGIOn nAmEOLIVA & QUERCIA LOGO

RIcet ta ReGIonale — REGIOnAL RECIPE

REGIONAL BRANDING

21

BUCATINI

2 TBSP ExTRA-VIRGIN OLIVE OIL

1 MEDIUM ONION, SLICED

CHILI PEPPER FLAKES

4 OZ GUANCIALE

1 ½ CUPS TOMATO PURÉE

GRATED PECORINO ROMANO

SALT

BOIL a large pot of salted waterHEAT olive oil in a panCOOK onion & chili pepper CUT guanciale into rectangles; ADD to panREMOVE guanciale when browned REMOVE onion & chili pepper; SET aside ADD tomato purée & salt to the pan juices COOK sauce for 10 minutesRETURN guanciale mixture; STIR wellTURN OFF heatCOOK bucatini until al dente; STRAIN POUR bucatini into the sauceFLAVOR with pecorino; SERVE

ALL’AMATRICIANA

INSIDE OF RECIPE CARD,LEFT

INSIDE OF RECIPE CARD, RIGHT

PAStA t YPE RECIPE

InGREDIEnt LISt SAUCE PAIRInG

REGIONAL BRANDING

22

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.

COLOR PALETTE

LIGURIA

C86 m54 Y61 k45

R29 G69 B68

tOSCAnA

C30 m74 Y100 k26

R144 G75 B33

CAmPAnIA

C78 m33 Y61 k13

R57 G124 B108

EmILIA-ROmAGnA

C31 m98 Y96 k41

R199 G23 B22

L AzIO

C19 m57 Y100 k4

R199 G123 B42

REGIONAL BRANDING

23

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.

LIGURIA

REGIONAL BRANDING

24

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 illus- tration depicts the valleys of the region.

EMILIA-ROMAGNA

REGIONAL BRANDING

25

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.

TOSCANA

REGIONAL BRANDING

26

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.

LAZIO

REGIONAL BRANDING

27

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.

CAMPANIA

REGIONAL BRANDING

28

FINAL PRODUCT

29

FINAL PRODUCT

30

FINAL PRODUCT

31

FINAL PRODUCT

32