GRADO —
TOURISTIC BRANDING
TOURISTIC BRANDING
Grado is a town and comune in the north-eastern Italian region of Friuli-Venezia Giulia, located on an island and adjacent peninsula of the Adriatic Sea between Venice and Trieste. Grado attracts scores of tourists each year to its hotels and campgrounds. A large water park run by a municipal corporation is the main attraction, complete with indoor and outdoor swimming pools, and a health center offering spa treatments. The town also boasts a well-preserved pedestrian-only center, in which many shops, bars, and restaurants are located. Grado also offers facilities for many sporting activities, including tennis, wind-surfing, and golf. From Grado can be done excursions by boat to the Grado Lagoon.
This is the proposal I made for the touristic visual identity of the town — as by the competition brief — including the logotype, the payoff and a few applications.
The logotype
The geographical position as starting point. The multiplicity of different touristic offers as fulcrum. The connection between the multiple and peculiar characteristics of Grado as concept. These are the elements that inspire a graphic sign that — in a fresh and immediate way — aims to depict of a place rich in history, culture, traditions, sun, sea and nature. The brand metaphorically inscribes in itself a multiplicity of suggestions, authentic and fascinating. A contemporary sign that — in its essentiality — speaks of an active and vital city, projected to the future but drawing the inspiration from its history. This 'touristic circularity' of Grado is represented by the rounded and catchy design of the logo. A dedicated lettering has been created for the name "Grado": it plays with the concept of circularity and draws a 'linked writing' that symbolizes the connectivity of slow tourism, accessible and sustainable. A logotype that graphically pays also a tribute to the letterings designed in the Art Nouveau style, used in the promotional signages made for Grado in the 20th century by artist and designers such as Auchentaller, Dudovich and Puppo.
The payoff