We have decided to call our Ted Baker campaign that we are taking to Italy, Ted Baker: When in Rome...
We thought this worked well, Italy is considered to be in the top four in the world for Fashion city capitals. The big four our Milan, London, New York and Paris but Rome is considered the fifth.
Whilst researching about Italian fashion and culture, it was obvious that they took pride in their appearance. I came across the saying:
"la bella figura"
This is the translation for it:
La bella figura roughly translated means cutting a beautiful figure, an Italian philosophy that means putting careful thought into the face you present to the world by taking pride in one’s appearance from shiny, clean hair to real jewelry and freshly polished shoes.
To Italians, “presenting yourself well in thought, word and deed is a matter of personal dignity,” writes Raeleen D’Agostino Mautner in “Living La Dolce Vita.”
“The foreign visitor to Italy is typically amazed to observe how polished the men and women of the bel paese look, how good they appear to feel about themselves, and how graciously they interact with one another. Italian life is undeniable lived with a constant eye toward aesthetic beauty, dignity and civility. Learning to enhance the body and mind one is born with is more important than having been endowed with genetic perfection,”
To me, the Italian philosophy of La Bella Figura essentially boils down to always putting your best foot forward, not only physically but in everyway you present yourself to the world.
Stylewise, it doesn’t mean spending thousands of dollars on clothing, makeup and jewelry. What it does mean to me is being selective, purchasing timeless, classic styles and choosing quality over quantity.It is philosophy that “less is more” – a belief not very common in the American consumer society. But in some European countries that we admire for the pleasure they take in creating a quality life, it is par for the course.
Bearing this all in mind we thought it would be a good slogan to go along with the campaign name. We tried applying this to the logo to see what would work best. Our logo started off with instead of 'London' placed under the recognisable Ted Baker typeface we had 'When in Rome...' in Bodini type face, in italic as we thought this suited Italian fashion more.
This was our original idea:
Then we decided what way would be best to incorporate the slogan: "la bella figura" Trying various ways, I tried incorporating a circle shaped logo as I thought this would of looked good embossed or foiled. This was the initial design with the campaign name and slogan in a circular motion around the brand Ted Baker, however, we didn't feel this looked right for a high end fashion brand.
We decided to see if it would work with just the slogan repeated in a circular motion and the campaign name 'When in Rome...' left underneath the brand name to make it stand out more, but we decided against that as we didn't feel the general style of the logo reflected the campaigns style.
Moving away from designing a circular logo I started looking at different ways I could place the text, having the campaign name and slogan placed next to each other, which did work better than the first attempts.
I then looked at placing the slogan underneath the brand and campaign name, in a smaller type size, but we felt it was starting to look too crowded. After discussion we decided to keep the original logo, which is the recognisable brand with 'When in Rome...' placed underneath. We will still use our "la bella figura" slogan on our other items, such as letter heads and packaging but not for the brand logo.
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