DiDi Gelato - Logo - Option 1 | Brand Strategy, Logo design and Marketing

Option

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About the Brand

DiDi Gelato was established as a new brand, a venture born from a passion for exquisite taste and a heartwarming personal mission. The name itself, DiDi Gelato, carries a deeply personal resonance, being the affectionate nickname for the founder's daughter, Diani, additionally meaning "to prosper" or "one who is blessed", rooted in an African culture. This brand is dedicated to selling exceptional quality ice cream, crafting an experience that transcends a simple dessert. Its origin story is rooted in a discovery that homemade ice cream could surpass commercial offerings, driven by the philosophy that life is too short for anything less than exceptional.

The Target Audience

Their target audience is primarily young professionals, aged 24 to 40, who fall within the middle to upper income brackets. These individuals are characterized by their adventurous spirit, always willing to try something new, and their discerning appreciation for quality. They are often seeking a delightful pick-me-up, a moment of spontaneous joy to combat the heat, or simply a "lekker" treat that transforms their day. This audience, comprising both males and females, desires a brand experience that is "out of this world" and unique, one that evokes intense joy and deep satisfaction, ultimately leaving them feeling that their day is just a bit better.

tHE gOAL

The requirements for the logo design are to craft a distinctive visual identity that will be prominently displayed across a diverse range of touchpoints, including product packaging, social media channels, the company website, professional letterhead, and a gazebo. The client's fundamental belief is that people primarily think in pictures and use these visuals to form associations; thus, the logo must powerfully associate a specific, positive emotion with an experience that their audience can readily recreate. To guide the aesthetic direction, the client’s daughter, Diani, has a deep affection for "squish mellows," suggesting a desire for a soft, comforting, and approachable feel within the design. While open to creative suggestions for a slogan, there is a strong preference for a handwritten style that effectively amplifies the intended emotional response. The ultimate goal is to create a memorable and emotionally resonant mark that encapsulates the essence of the brand and encourages meaningful connections with its audience.

Let's break it down

The Concept

Typography

Monochrome Variations

Colour Palette

Colour Variations

Web & Social Icons

The Concept

The custom-drawn wordmark combines an accentuated serif typeface with rounded corners to create a playful effect. Below the primary wordmark is the text Gelato written in an Italian-style font to connect the brand with its Italian background.

Typography

The chosen typefaces, Italiana and Montserrat, create a compelling typographic hierarchy that perfectly encapsulates DiDi Gelato's brand essence. Italiana provides sophisticated elegance and a premium feel for headings, while Montserrat offers modern clarity and approachability for body text. This combination effectively communicates artisanal quality, joy, and the high-end yet inviting experience DiDi Gelato promises its discerning audience.

Primary Typeface

Italiana

About the Font

Italiana is a modern serif typeface characterized by its elegant high contrast between thick and thin strokes and refined proportions. It conveys a sophisticated and luxurious impression, subtly referencing its Italian heritage while exuding a premium, artisanal quality. This makes it highly effective for headings, perfectly aligning with DiDi Gelato's high-end positioning and desire to evoke intense joy and an "out of this world" experience.

Secondary Typeface

Montserrat

About the Font

Monochrome Variations

The logo is designed to work well in one colour on lighter and darker backgrounds.

Vertical

The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.

Horizontal

The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.

Colour Palette

This colour palette is highly acceptable for the DiDi Gelato brand. Its rich, muted, and warm tones perfectly embody the brand's high-end market position and sophisticated yet subtly playful character. The primary Amaretto Blush evokes passion and indulgence, aligning with the brand's promise of 'intense joy'. The secondary Sun-Kissed Caramel and light Mascarpone Cream convey warmth, artisanal quality, and approachability, reflecting the brand's homemade origins and delicious offerings. The tertiary Mediterranean Teal adds a touch of exotic sophistication, hinting at the unique and adventurous flavours. The dark Mulberry Truffle and text Cocoa Dust provide elegant depth and refined contrast, ensuring the brand maintains its premium feel. Together, the colours create an inviting, luxurious, and memorable experience that resonates with a discerning audience seeking quality and a delightful pick-me-up.

Primary Colour

Amaretto Blush

This deep, rich red-purple evokes feelings of sophistication, passion, and luxury. It suggests indulgence and confidence, making it ideal for a high-end product that promises intense joy and an exquisite experience. It also subtly hints at warmth and comfort.

Secondary Colour

Caramel

This warm, muted peach-tan colour conveys comfort, approachability, and natural elegance. It suggests an earthy, authentic quality, aligning with artisanal methods and natural ingredients. It evokes a sense of gentle warmth and understated luxury, appealing to a discerning yet adventurous audience.

Tertiary Colour

Mediterranean Teal

This deep, sophisticated teal-green embodies balance, tranquility, and a touch of the exotic. It suggests natural purity and a sense of depth, aligning with high-quality ingredients and unique flavours. It provides a cool, elegant contrast to the warmer tones, enhancing the brand's premium and distinctive appeal.

Light Colour

Mascarpone Cream

This soft, warm cream colour represents purity, simplicity, and warmth. It evokes feelings of comfort, cleanliness, and subtle luxury, reminiscent of creamy, delectable gelato. It provides a clean, inviting backdrop that highlights the richness of the other colours and the premium nature of the product.

Dark Colour

Mulberry Truffle

This very dark, rich red-brown exudes a sense of deep luxury, stability, and intensity. It anchors the palette with a sophisticated and grounded presence, evoking the richness of exotic flavours and premium quality. It suggests depth and a premium indulgence, reinforcing the high-end appeal of DiDi Gelato.

Text Colour

Cocoa Dust

This muted purple-grey offers sophistication, subtlety, and modern elegance for text. It's soft enough to be inviting but dark enough for readability, avoiding harsh contrasts. It suggests understated luxury and a contemporary feel, perfectly complementing the rich gelato brand without being overwhelming.

Colour Variations

The logo is designed to work well in multiple colours on lighter and darker backgrounds.

Vertical

The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.

Horizontal

The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.