Year: 2014
Disciplines: Art Direction, Brand Identity, Signage, Print Design, Web Design

Gioco is an upscale sports bar and pizza house in Albuquerque, New Mexico. I was initially asked to design the logo for the restaurant. After presenting the client with the logo, the project quickly expanded to include brand identity system, environmental graphics and industrial design. By starting from the beginning and establishing the identity system, then designing signage, print collateral and environmental graphics, I was able to deliver a cohesive design package for Gioco.

Gioco logo design
Logo & Print Design

The logo for Gioco needed to integrate multiple visual elements. The owner wanted to quickly convey to potential customers what his business was about. The full lockup includes a pizza slice, referee jersey and a football. The logo, however, designed to work at multiple scales, and is considered to be designed to be “responsive.” In full-format the logo is seen with the slice, but depending on application, it may utilize the strictly the wordmark, or the unique, football-shaped “G."

Gioco workmark longform logo
Gioco icon logo
Gioco menu mockup for a late night restaurant menu
Gioco in-house menu print collateral mockup
Gioco to-go menu print collateral mockup
Gioco menu series print collateral mockup
gate & signage

The brand identity extended into the environmental realm with the design of both the entry screen and building signage. I worked closely with the steel fabricator to design both elements. The entry screen employs black and white powder-coated steel. Centered on the screen is the low-profile Gioco “G,” backlit with custom, color-adjustable LEDs. The lighting system allows control to dial in the lighting to match the brand red. The building signage utilized white LEDs, and a custom, red powder-coated steel, which matches the vibrant brand red.

Architectural drawing of entry screen
Entry Gate Daylit
Entry Gate with Backlit Logo
South façade of Gioco with designed signage and entry screen