Interview With Fabio Fidanza
Q:Where did the idea for this logo come from?
We wanted to create a brand suggesting the fact that we were Italian and some sort of good-ole feeling.
The lettering inspiration came from a month spent in Barcelona, a city with a lot of modernist typography.
Q:What application did you use to design this logo? E.g., Illustrator.
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
I did several sketches on paper, focusing on the visual element, an Italian “Maccherone”. Then I scanned the images and made outlines in Illustrator. Since then I did a lot of modifications in Illustrator and, indeed, the current logo is clearly different from paper sketches.
Q:What font(s) were used in the logo?
I used Cityof as starting point, then did some minor geometric modifications.
Q:How did you choose the color scheme for the logo?
I took inspiration from Italian food brands of ’50 and ’60 and their packaging.
Q:Do you have any sketches of the logo in the early stages?
Q:How long did it take to complete the logo?
It took about 3 months from the initial concept to the final version. I changed a lot the initial design I did on paper, and designed 3 major versions of the logo.
Q:What do you feel was your biggest challenge in designing the logo?
Q:Now that the logo is finished, is there anything you would change about it?
I like that logo very much. But in my spare time I’m working on a monochrome old-style version, with a more vernacular feeling.
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