Logo variations
Seven ways to cut a new VIA from the same three letters (option B), and three ways to carry VIA's existing gold mark into the poster world (option A). Every B concept uses the same straight-cut letters plus one device from VIA's own kitchen or street.
Sole
B1 · Sun
A saffron sun rises inside the A: the fire under the spit, the start of an evening on Shrewsbury Street. The mark already running on the site.
- Best for
- Primary mark: site header, signage, menus, social.
- Watch out
- Under 32px tall the sun gets tiny; switch to Monogramma there.
- SVG files
- ink · paper · on-mattone · mono
Spiedo
B2 · The spit
The spit runs through all three letters and a saffron disc turns on the I. Of all seven, the most VIA-specific: it names the kitchen's signature.
- Best for
- Alternate primary if VIA wants the spit to lead; PigFest and menus.
- Watch out
- The cut needs about 48px of height to read. In one colour the disc disappears into the I.
- SVG files
- ink · paper · on-zafferano · mono
Arco
B3 · Sunrise
The letters stand in front of a half-sun, like the light at the end of a street. Warm and bold at poster scale.
- Best for
- Posters, the patio, outdoor banners, the lead poster.
- Watch out
- Depends on the sun colour; the weakest of the set in one colour and small sizes.
Targa
B4 · Street plate
An Italian street plate. VIA means street, and the plate names it, the way the corner of Shrewsbury Street would in Rome.
- Best for
- The building sign, the front door, menu covers, the brand book cover.
- Watch out
- The most literal of the seven. The frame adds width and stops it working small.
Tondo
B5 · Round stamp
Plate, sun and letters in one disc. A secondary mark that fits anywhere round: stickers, wax seals, avatars.
- Best for
- Takeout-bag stickers, social avatar, app icon, coasters, the gift card.
- Watch out
- A companion, not a replacement: the letters are small inside the disc.
Biglietto
B6 · Ticket
The wordmark as its own little poster, tear-off tabs and all. It carries the site's signature interaction into print.
- Best for
- Gift cards, event tickets, a PigFest passport, loyalty cards.
- Watch out
- Illustrative: too busy for the masthead or anything under 80px wide.
Monogramma
B7 · Monogram
Just the V, with the sun dropped into its valley. The smallest form of the family.
- Best for
- Favicon, app icon, embroidery on aprons and napkins, the wax seal.
- Watch out
- Needs the full wordmark nearby the first time someone meets it.
- SVG files
- ink · on-mattone · on-zafferano
Keep the gold mark
Option A · Refresh
The existing Roman-capital VIA stays untouched; the poster world grows around it. Shown in Cinzel as a stand-in: final files come from VIA's master artwork.
A1 · As it is
Gold on ink, exactly today's mark. The masthead and footer only; posters do the talking.
A2 · On plum
Gold on the Super Tuscan plum for the wine list, wine dinners and evening pieces.
A3 · Pasted on a poster
The gold mark as an ink label pasted onto a colour poster: how A joins the wall without changing.
Side by side
| Concept | Small sizes | One colour | Says "VIA" | Role |
|---|---|---|---|---|
| B1 Sole | Primary | |||
| B2 Spiedo | Alternate primary | |||
| B3 Arco | Posters, banners | |||
| B4 Targa | Building sign, door | |||
| B5 Tondo | Stamp, avatar, stickers | |||
| B6 Biglietto | Tickets, gift cards | |||
| B7 Monogramma | Favicon, embroidery | |||
| A Gold mark | Keep today's mark |
Ratings are the designer's judgment, for discussion with VIA.
A suggested family
Pick one primary and let two of the others do the small and round jobs. One combination that covers everything: Sole in the masthead and on signage, Tondo on stickers and the avatar, Monogramma as the favicon.