Background
Moda Pietra is a bespoke supplier of Granite, Marble, Natural Stone and Quartz Stone. Based in Christchurch, they import product from around the world and process on-site with the very latest Italian technology.

The Challenge
Moda Pietra came to HairyLemon looking for a new logo and brand identity. It was vital that the logo instantly communicated a message of ‘high quality’ while projecting a look that was both contemporary and classical. They were also looking for a logo that would command customer attention and help build customer trust and brand loyalty.

The Solution
The identity developed is both contemporary and classic, reflecting the classical materials Moda Pietra uses, but in a very modern context. The font used is Acaslon RegularSC, which traditionally has been used in historic Italian and Greek architecture. The font was formatted with generous letter spacing making it very easy to read. The type is also uppercase - to emphasise the feeling of grandeur and importance, in keeping with the high quality of the stone used by Moda Pietra.

The colours used are warm grey and brown earth colours, which are associated with rock and natural beauty. The use of warm tones was quite deliberate, as many of Moda Pietra’s competitors have used quite ‘foreboding’ dark greys in their branding.

The graphical element of the logo is quite minimalist and represents slabs of granite and marble. The thickness of these lines contrasts nicely with the text, making them feel heavy on the page – symbolising the permanence of stone. A different tint of the same colour was used to achieve a 3d feel for the blocks, and the way in which the blocks have been arranged gives the appearance of forward moving arrows, subtly conveying the message that Moda Pietra is a forward thinking company.

Two logo versions were produced, one has no by-line, and the other incorporates the by-line “stone fashion”. The version with the by-line is used on business cards and marketing materials, so people who are unfamiliar with the brand will quickly understand what Moda Pietra does. Letterheads and compliment slips are usually received by people who already have some knowledge of the company, so the logo without the by-line is used on these.