TRADEMARK

 

In order to define the formal features of the trademark, we focused on the ancient soul of the Refosco di Faedis territory to identify a central theme that, as work progressed, would not only emerge as a strong and easily-recalled structural element but also and especially capture and promote the communicative allure of this wine and its intimate, indissoluble and expressive links with the local area: an area characterised by evocative features echoing Mediaeval iconography through the numerous remains of period castles and their natural settings in the high plateaux in the heart of the Colli Orientali del Friuli region.


This explains why the trademark recalls Mediaeval/Ghibelline merlon crenelations - not so much as a reference to history but as an imaginative mark embracing far-reaching memories. The swallow tail design not only reflects the crowned defensive perimeter walls of the castles, towers and palaces of the period but also embodies a simpler iconography focusing on two positive archetypes: wings spread wide in flight to express sublime human desires, the search for inner harmony and the settlement of deep-rooted conflicts; the soft outlines of the hills rising above the valley resembling the initial creation of the world out of chaos.


The eagle - the second main design element - suggests flight above the clouds towards the Sun as a celestial and cosmic symbol. Eagles symbolise higher spiritual levels, the direct perception of intellectual enlightenment and the pure heart.


The outline figure of the square symbolises the land, creation, stable perfection and intelligence: squares - a form of absolute perfection for Plato - are typical of many holy and sacred places, altars, temples and cities. Yet the square here also highlights and enhances two other designs expressing dynamics and movement.


The logo was inspired by Mediaeval type-setting. This approach was taken after in-depth discussions and proposals. It is based on the impact and immediacy of the logo in embodying and dominating space against white and black fields ensuring meaningful and personal definition that can also be reproduced in the various formats required by applications and use of the trademark. The double “F” not only graphically emphasises the regal character of the name and suggests the exclusivity of the product but equally enhances its "sound" when spoken aloud - encouraging strong recall and loyalty.


The main colours are red and yellow. Red is almost universally accepted as a high-impact colour since it is very closely linked with the fundamental principle of life. It is nocturnal and female, with powerful appeal; it is the colour of the inner fire of the Earth and Man, the maturity of being and the regeneration of work. Yellow - the colour of the Sun - represents vital, impulsive and generous forces, passion and beauty, free and triumphal eros, youth and love. Yellow is a warm, expansive colour; it is never dull and always goes beyond the limitations we seek to impose on it. It is the colour of awareness and intelligence, sunlight and life - and, as Kandinsky said, is always so bright that a very dark yellow is unthinkable...


Trademarks must always stimulate strong and positive impressions that "fix" subjective concepts with consumers. The inclusion of archetypal, ancient and strong-rooted symbols facilitates and simplifies this process of identification and assimilation by significantly directing consumer recall on the product itself, its sensorial sensations and its typical character - together with the specific and unique features of its "territory".


by Sirio Tommasoli “Refosco di Faedis trademark: characterising image to optimise product visibility, recall and consumer loyalty”