In the heart of Rome, Il Pagliaccio is an awarded 2 Michelin stars restaurant since 2009. The Chef and owner is Anthony Genovese, the General Manager is Matteo Zappile.
The old logo was inspired by the face of a clown with geometric shapes for the eyes and the classic red nose.
In the logo rebranding project, the characteristic graphic elements of the Clown transform into new shapes that follow a precise construction of geometric lines and proportions.
The red circle maintains its centrality, and the “trait d’union” between past and present/future continues to be the clown’s nose, like a visual memory.
The new logo becomes more graphic and less illustrative.
Contemporary, elegant, modular, identifying, with references and inspiration from the visual arts, as is all the new coordinated communication.
Expression of refinement, research and aesthetic balance of both kitchen and restaurant room.
From the transformation and evolution of geometric shapes emerge the “P” and “O”, two distinctive letters of the name. Shapes that evoke a link with the past logo and project us towards new visions.
The special menus are featured with the new logo in different coordinated colours, embossed white print and manual setup with colored thread.
The four main colours of the logo and graphic communication project are:
Red, Black, White and Light Beige.
The chosen paper for print is Fedrigoni’s Woodstock Betulla, 100% ecological.
This also allows the use of white as an additional color with a screen-print effect, to convey elegance, refinement, and a tactile sensation.
In the heart of Rome, an intimate and sought-after experience.
Attention to detail creates a strictly personal and tailor-made memory.
Wood, iron, soft lighting for a strong contrast, a harmony of colors, styles in continuous evolution, outlining an ever-evolving personality that looks from the outside with curiosity and foresight, keeping a respectful eye on the environment and to sustainability.
- Agency/Creative: Alessandro Gianvenuti - Studio Lord Z
- Article Title: Il Pagliaccio Brand Redesign
- Organisation/Entity: Creative
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: Rome
- Project Deliverables: Brand Redesign
- Industry: Hospitality
- Keywords: WBDS Creative Design Awards 2022/23