May
29
PRATO
The logotype is set in an industrial slab serif with soft rounded subtlety. It is underlined with a simplified stalk of wheat icon. The wheat is a cornerstone ingredient in many of their dishes, whether it’s in the pizza, the pasta or their bread. The collateral uses the often maligned mid-century font Courier, originally intended for government use. Here it works well as a type face that presents information without any flourishes or pageantry. Its appeal is in its UNdesigned efficiency. The final result is a balanced industrial yet inviting mark that compliments the materials, the aesthetics of the space, and the flavors of the menu.
