2020Naming / Identity / Strategy

Brodo

An evening with its own handwriting.

A name in ice: a transparent impression in a glass

Hedonism with a sense of humour.

Brodo was conceived as a bar for one’s own circle. Art Deco, relaxed hedonism and self-irony guided the naming search. The name refers to art director Alexey Brodovitch, linking it to a graphic tradition. The identity follows the course of an evening: the logo changes its slant at 20:00, 21:30 and 23:00. This variation sets the tone for menus and communication.

Character as a criterion

Art Deco, comfort and self-ironic snobbery guided the search. The name needed to support a place for one’s own circle and an evening apart from city noise.

Naming directions

Erté and Déco referred to an artistic era; 20–30 and 20:30 linked it to evening hours. Sip, Whip and Quench explored a bar vocabulary; Modernist and Isolationist addressed the venue’s character.

20–30 / 2030 / 20:30: an era and a meeting time

Naming candidates from the original presentation

A name opens a graphic language

Brodo retains its reference to Alexey Brodovitch. His editorial culture provided the research foundation: large typography, photography and free cropping.

Brodo bar: the chosen name in the research

Three moments in an evening

Three logo versions change their slant while retaining the name’s drawing. This is defined variation: a message can change mood within one system.

Three evening states on coasters. Visualisation

Expression and usability

The guide separates expressive headlines, body text and menu numerals. Warm and cool palettes vary the tone without losing the bar’s character.

Hierarchy for headings, body text and prices

Two sources for patterns

One pattern comes from enlarged, cropped logo letters. Another comes from details of the interior chandelier. Both connect graphics with the venue’s character.

Letterform ornament on matchbooks. Visualisation

Alternative pattern inspired by the interior

The pattern on wrapping paper. Visualisation

An editorial principle

A teardrop mask refers to Brodovitch’s AlBro. Overlays, offsets and a shared treatment allow different photographs to follow one composition rule.

Photography and teardrop masks from the guide

A collage invitation in hand. Visualisation

The editorial approach at poster scale. Visualisation

A menu that can be updated

The exploration included a magazine format and a board with replaceable sheets. The latter separates food, bar and wine menus so they can be updated independently.