So, sensation-satisfying vegan food wasn’t the only thing I gorged on at Little Italy a few days ago. Logo-lover and ad-guy me had to also consume their branding and logo. And below’s my take…
Logos need to explain what the brand is about – more than product-wise, personality-wise. However, a really good/cool logo, in my opinion, also has to be a bit intriguing. It has to push the consumer to figure out what it stands for rather than serve it on a fine-bone-china plate. (Like the Domino’s logo, to give the example of another pizza place. The three dots represent the original three outlets in their place of origin, Michigan. They meant to add a dot for every new outlet. Mercifully, better sense prevailed, else the biggest thing on their menu would have been their logo.)
The Little Italy logo gets the first part bang-on. Its predominance of green – in two shades – shows that it’s vegetarian. And the white conveys that it’s pure/true/clean: pure ingredients, pure taste, pure delight. The two shades of green stand for the diverse and adaptable menu: they easily converted several of the vegetarian pizzas/dishes to vegan for me. So far, so fantastic.
However, not sure the italicised font/effect works. I guess it’s meant to indicate softness, but it veers toward dainty.
Finally, the graphic/icon itself. As I said, a cool logo has to have the consumer guessing, but it shouldn’t be Da-Vinci-Code difficult. I have tried, also Googled, but haven’t been able to entirely crack what those two semi-ovular graphics stand for. Inverted quotation marks? (Quotation marks are quite the trend: note Café Coffee Day’s logo.) Half buns? (It is/was a bread-based ristorante, after all: it started out as La Pizzeria.) Two hands held around a dish, or worse, nothing?
Guess I shall ask on my next visit there. Ah, any excuse to feast at Little Italy.
You can check out their site here: http://littleitaly.in/