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Based in Castellanza (Varese), Ottica Gallo is a long-established optical store built on passion, expertise and a strong connection to the local market. The project was driven by the need to align the brand’s image with the quality of its service, through a restyling capable of updating the identity without losing its history.
An analysis of the context and competitors helped define a clear and distinctive visual positioning, avoiding overlaps with existing forms and visual codes. The goal was to build a recognisable and coherent system, rather than a purely stylistic change.
The restyling involved the design of the typeface, the proportions of the mark and overall legibility, making the identity more contemporary and less austere while preserving its character.
A cut in the letter “G” introduces a distinctive feature that, when isolated, becomes a recognisable monogram and a usable identity element. An essential and functional colour palette was defined, centred on a clearly identified shade of red, designed to ensure consistency and performance both in print and across digital channels.
The project is completed by a concise brand manual, collecting rules and operational guidelines for the correct reproduction of the mark and its coordinated applications, ensuring coherence and continuity across all materials.
