vve.design reference 1940s early modernism in their identity for modern-retro restaurant Pally
“The choice of the 1940s as a reference for the logo and colours was inspired by the explosion of modernism during that period,” vve.design’s Founder & Creative Director Cagil Aygen tells us, describing the inspiration behind their playful identity for modern-retro restaurant Pally. “The 1940s embraced the use of colours, often in the range of pastels,” he continues, making the period a thoroughly distinct one to embrace, as seen in Pally’s own welcoming colour choices. “Our studio, along with Fifteen Design Studio,” the Milan and Istanbul-based studio’s collaborative interior design partner, “found immense inspiration in this era,” challenging how influences from the past and present can be uniquely combined.
The inspirations behind the identity are no greater encapsulated than in Pally’s logomarks – opting for a selection rather than a single hero mark. “The decision to have multiple instead of one set logo was both a personal choice and a strategic one,” Aygen explains. “Gone are the days of rigid logo usage with strict rules,” Aygen remarks, “by incorporating multiple brand marks, we bring versatility and adaptability to Pally’s identity,” each typifying a specific element of the brand’s personality. “This approach aligns with Pally’s diverse offerings and experiences,” he adds, allowing the brand to cater to different audiences and creative contexts.
Pally’s multiple marks typographically came from the expansive Contralto typeface family, alongside Helvetica Neue as its supporting act. “Contralto, with its high contrast and elegant retro-modern look,” Aygen details, “perfectly aligns with our modern-retro theme,” whereby its warm forms combine and contrast with sharp, geometric lines. “It creates a harmonious and contemporary feel,” he notes, complimented by the wide-ranging use of Helvetica, from its condensed to extended styles. “This bold decision deviates from the conventional choice of a modern serif font,” Aygen suggests, resulting in a familiar, accessible sans serif that perfectly accompanies Pally’s use of iconography – specifically the inclusion of a globe symbol as part of the identity’s feature elements.
Used selectively and sporadically across Pally’s brand, vve.design introduced its globe to not only represent the global cuisine it serves and the diverse menu it offers, but also to add a distinctive touchpoint to the identity. “Pally takes pride in offering a diverse menu that features culinary delights from various parts of the world,” Aygen explains, “and while the symbol is not extensively used, it is strategically reserved for special moments,” such as the small thank you card that arrives with the bill.
“We like to refer to it as the ‘wow-moment’ of our branding work,” he notes, “adding an element of surprise and delight for patrons” to create a long-lasting positive impression. “It is another way in which we infuse our branding work with creativity and attention to detail,” Aygen concludes, “ensuring that every aspect of the brand reflects its unique essence.”
Helvetica Neue by Linotype