Toscana Costa Etrusca - destination brand

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| TOSCANA COSTA ETRUSCA

The Etruscan Coast is a stretch of coastline in Tuscany, Italy, characterized by the intensity of nature and the strength of its colours, by the beautiful and diverse beaches and by the imprint of a millennial history.

This was the favourite territory of the Etruscans, who left traces in every corner that invite us to discover this fascinating and mysterious areas. In addition to the Etruscans, the tourist is enchanted by the coasts and parks, protected areas, nature reserves and wildlife refuges. Nature is not a frame, but the very essence of this land.
The fulcrum of the question of the tourist identity of a territory is linked to its ability to characterize itself from the areas that surround it, to enhance its specific resources, and so also the Etruscan Coast is identified starting from what it has different compared to its tourist competitors.
It is therefore evident how the Etruscan component in the territory becomes a link between nature and culture, between sea and history, a means to discover the richness of local traditions and flavours.
The close union between nature and culture thus becomes a unique and peculiar characteristic of the area.

| MOODBOARD AND KEYWORDS

Keywords: contrast | fusion | tradition

| LOGO AND BRAND IDENTITY

A study on Etruscan tomb frescoes highlighted the frequent use of geometric motifs, among these one in particular was selected and then was used as a starting point for the creation of the logo. This form strongly represents the keywords and values identified for the brand, two very distinct elements that coexist in full harmony without one prevailing over the other.

The final result is a monogram where, through a studied balance between full and empty spaces, the shapes of the geometric pattern create the letters C and E (the forms create the letter C, while the white spaces inside it create the letter E).

The color palette was also chosen starting from the keywords and the moodboard, for this reason the colors of the brand are: blue (to indicate the sea and seaside tourism typical of the area) and rust red (to indicate the iron and the Etruscan culture), these colors are associated with a dark grey for texts and an acid green to contrast with the other colors and create more movement in the composition (contrast is one of the keywords identified).