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TA B L E O F C O N T E N T S 4.) Brand History/Essence 8.) Brand Strategy 11.) Primary Marks 13.) Secondary Marks 15.) Colors 17.) Pattern 19.) Typography 21.) Deliverables


H I S T O RY Geraldi’s is a N.Y. inspired, family owned, Italian sub shop established in 1983 in Portland, Oregon. The counter-served Italian eatery is three generations old and is currently being run by owner David John, who’s father started the restaurant serving only family recipes. They serve sandwiches (or hero’s), pizza, lasagna, meatballs, garlic

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bread, and salads. The inviting family atmosphere, the quality of the food, and the traditional Italian recipes have made this little sub shop a staple of the community and an authentic experience worth preserving and celeberating for years to come.


ESSENCE Establishments like Geraldi’s were showing up in New York in the early 1900’s, the same time Italian Americans like David John’s father were migrating over from Italy. That first generation of Italian Americans brought their culture and spirit to a new world, and that’s what’s at the

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heart of the Geraldi’s family story—leaving your home for opportunity, but never forgetting it, and sharing the experiences and traditions of home, simply for the joy of seeing others enjoy the same traditions.

B R A N D S T R AT E G Y The rebrand of Geraldi’s echoes the rich history and traditions of Italy and Italian Americans living in New York during the first wave of immigration. This change in visual identity is meant to focus on the warm, family environment of Geraldi’s, while also reflecting the sentiments of an old world New York sub shop.

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The previous branding relied heavily on cliché Italian imagery and wasn’t very cohesive across all the branding material. The new branding will be cohesive in all areas, including color application, logo use, typography, and all deliverables.


P R I M A RY M A R K The primary mark is a custom logotype, meaning this logo was created letter by letter, not from a pre–designed typeface. The style of the typography is heavily influenced by N.Y. Italian American restaurants and delicatessens of the early 1900’s.

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S E C O N D A RY M A R K The diamond “G” mark is a secondary option to the primary mark and is used in some of the deliverables. This mark should only be used as it’s shown in this book, it’s not a replacement for the primary mark, it’s a different logo with limited application.

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COLORS The new color palette is quite a dramatic change from the old palette. The Italian red and green flag colors are gone, this palette is focused on vintage, old world, sophisticated, but friendly and warm. The six colors aren’t always used together, but the dominant colors are the dark red wine and the off white cream.

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PAT T E R N The custom tile pattern is inspired by Italian tile art and ceramics. The distressed painted tile design emphasizes tradition and that old world aesthetic, while bringing a sense of quality, warmth, and charm or personality to the overall branding. It’s used primarily in print material and as a compliment or addition to the primary and secondary marks.

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TYPOGRAPHY The main typeface used is a serif typeface designed in 1754 named Baskerville and the other is a sans–serif typeface named Corinthians. The typeface most commonly used in body copy and headers is Baskerville because it’s used within the custom logo, it’s easy to read, and it’s one of the more traditional typefaces.

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Corinthians is used in other areas of the brand, almost like a secondary typeface, which can be great for headlines and numbers. However, regardless of the typeface its important to never stretch the type and don’t change the weights or point sizes at the cost of legibility. When in doubt, use Baskerville.

Baskerville was created in 1754, which means people have been using this typeface for over 250 years. Corinthians was created around 1981 by Colin Brignall and is published by none other than ITC

BAGS The larger kraft bag in the left corner is used for to–go sandwich orders, think more lunch crowd, while the smaller white bag above is used for special events, smaller items like lasagna or meatballs, and for their catering events. The kitchen cloth and coaster are items for sale by Geraldi’s, but the coaster is to be used in the eating area of Geraldi’s. As

for the bigger white bag with the red wine colored “G”, that bag is used only for catering events. So, for example if a client needs to take home several entrées or to go boxes after a Geraldi’s catered event, they would use the tall white bag. The larger kraft bag farthest to the right is used only by the Geraldi’s staff for taking food to catering events.