D'estate in Campo

In May of 2007 the Venice Cultural Council asked us to design the printed matter for “D’estate in Campo”, the calendar of summer events organized by the council. Their purpose was to introduce the venetian summer to the town, a heterogeneous public, with a popular but not obvious language.

This request sonunded like an interesting challenge for us: how to be intellectually elegant and popular at the same time? how to design a message that could be understood by such a heterogeneous public? The answer was to design a pop icon to represent the idea of Summer. We decided to design a chocolate ice-cream: a symbol of the summer and a metaphor of something greedy to have. An icon that feeds your hunger of entertainment. We spent a lot of time to design the final shape, according to our research with pop icon.

We designed a graphic identity as the mark (that is a simplification of the ice cream) which was distribuited to the events’s organizers, to apply it on each printed matter. For this need we designed a simple manual for the use of the mark by the several graphic designers. At the same time we designed the official printed matter: a 70×100cm-sized poster, an A3-sized folder and some 50×70cm-sized posters with the events’s calendar divided by category.