A complete brand guidelines system for a Portuguese manufacturer of professional coffee equipment
Fiamma is a Portuguese manufacturer of professional coffee equipment, founded in 1977. The task was to create a thorough brand guidelines system that keeps the brand authentic and makes communication consistent in every market.
Put the brand's visual language in order and create a guide for every medium, from packaging to digital channels
The brand has existed since 1977 and has a strong character and heritage. The rules had to be fixed in writing without taking the life out of the brand
Distributors, design teams, marketers: everyone who works with the brand in different countries
Complete brand guidelines: logo, clear space, minimum sizes, colours, typography, rules for use on different backgrounds
The Fiamma logo comes in two versions: standard and heritage ("Since 1977"). Both follow the same clear-space rules: the minimum clear space equals the height of the brand icon.
For modern media, digital and cases where there is no need to stress the brand's history
For media where it matters to stress the brand's history and expertise
Four colours make up the full brand palette. Coral is the signature accent and carries energy and warmth. Azure stands for depth, expertise and professionalism. Black and white make it versatile.
The brand typeface is Averta, designed by Kostas Bartsokas in 2015. Several weights from Regular to Black give a flexible type system for any medium.
For body copy, captions and supporting content
For subheadings, highlights and navigation
For large headings, hero blocks and branding
There is always a clear area around the logo equal to the height of the brand icon. No other elements go in this area
Standard version: at least 5mm high. Heritage version: at least 10mm. Any smaller and it becomes hard to read
Overlaying the brand colours requires a contrast check. On some media the logo may not be visible enough
On dark backgrounds, a white logo with a coloured icon. On light backgrounds, a black logo with a coloured icon. Monochrome is allowed