Inspired by the traditional bàcari of Venice, Bar Sprezzatura is a bustling lunch spot by day and aperitivo and cicchetti bar by night. Nestled in the heart of San Francisco’s Financial District, this unique dining concept balances a distinctive yet intentionally nonchalant culinary experience to the city.
Rooted in the essence of “sprezzatura,” a uniquely Italian term embodying effortless elegance, Bar Sprezzatura’s ambiance and offerings epitomize this artful nonchalance. The client sought to craft a brand that not only captures this delicate balance (of relaxed elegance) but also complements the restaurant’s sophisticated midcentury Italian-inspired interiors, appealing to a diverse clientele. From tenants of One Maritime Plaza to employees of neighboring Fortune 500 companies, as well as San Francisco’s discerning food enthusiasts and tourists, Bar Sprezzatura aspires to captivate all who step through its doors.
The primary wordmark, an ode to the mid-century signage of Italian bars and shops, combines bold and refined geometric shapes with unconventional, relaxed forms. A hand-drawn winged lion, (or “leone alato” in Italian), inspired by both the iconic statue atop a column in Piazza San Marco and the design of the Venetian flag, serves as the bar’s muse . Holding a glass of wine, this charming emblem adds a delightful human touch to the brand. Together with the uncomplicated beauty of the wordmarks, the nod to this charming symbol of Venice creates an energy that reflects the ambience of the bar.
Two graphic patterns deepen the brand’s connection to other visual motifs of Italy’s floating city, enhancing the bar’s ability to transport and immerse its guests in an authentic experience. Drawing inspiration from architectural elements of the Doge’s Palace in the city’s famous square, both the ‘Sun Cross’ and hand-drawn columns patterns evoke the timeless allure of Venetian craftsmanship.
The secondary typography captures the relaxed allure of Italian trattoria vernacular, blending various styles of a single font to achieve an eclectic yet consistently approachable feel. To add a touch of unpretentious humor, quirky Italian idioms were woven into the brand. These sayings, while translating literally to nonsense in English, convey meaningful sentiments in their mother tongue. In fact, the common Italian saying for “good luck” was playfully modified from “in bocca di lupo” (“into the mouth of the wolf” in English) to introduce “in bocca al leone alato” (into the mouth of the winged lion”) as Bar Sprezzatura’s distinctive welcome.
That being said: Non fare il salame! ¹ Meet us at Bar Sprezzatura and andémo béver un’ombra! ² A presto! ³
¹ “Non fare il salame!” directly translates to English as “Don’t be a salami!” But, in Venetian dialect, it means “Don’t act like an idiot!”
² “Andémo béver un’ombra!” literally translates to “Let’s go to drink a shadow!” In Venice, locals say this to mean “Let's go have a drink!”
³ “A presto!” is much more straightforward and translates to “See you soon!” in English.
Inspired by the traditional bàcari of Venice, Bar Sprezzatura is a bustling lunch spot by day and aperitivo and cicchetti bar by night. Nestled in the heart of San Francisco’s Financial District, this unique dining concept balances a distinctive yet intentionally nonchalant culinary experience to the city.
Rooted in the essence of “sprezzatura,” a uniquely Italian term embodying effortless elegance, Bar Sprezzatura’s ambiance and offerings epitomize this artful nonchalance. The client sought to craft a brand that not only captures this delicate balance (of relaxed elegance) but also complements the restaurant’s sophisticated midcentury Italian-inspired interiors, appealing to a diverse clientele. From tenants of One Maritime Plaza to employees of neighboring Fortune 500 companies, as well as San Francisco’s discerning food enthusiasts and tourists, Bar Sprezzatura aspires to captivate all who step through its doors.
The primary wordmark, an ode to the mid-century signage of Italian bars and shops, combines bold and refined geometric shapes with unconventional, relaxed forms. A hand-drawn winged lion, (or “leone alato” in Italian), inspired by both the iconic statue atop a column in Piazza San Marco and the design of the Venetian flag, serves as the bar’s muse . Holding a glass of wine, this charming emblem adds a delightful human touch to the brand. Together with the uncomplicated beauty of the wordmarks, the nod to this charming symbol of Venice creates an energy that reflects the ambience of the bar.
Two graphic patterns deepen the brand’s connection to other visual motifs of Italy’s floating city, enhancing the bar’s ability to transport and immerse its guests in an authentic experience. Drawing inspiration from architectural elements of the Doge’s Palace in the city’s famous square, both the ‘Sun Cross’ and hand-drawn columns patterns evoke the timeless allure of Venetian craftsmanship.
The secondary typography captures the relaxed allure of Italian trattoria vernacular, blending various styles of a single font to achieve an eclectic yet consistently approachable feel. To add a touch of unpretentious humor, quirky Italian idioms were woven into the brand. These sayings, while translating literally to nonsense in English, convey meaningful sentiments in their mother tongue. In fact, the common Italian saying for “good luck” was playfully modified from “in bocca di lupo” (“into the mouth of the wolf” in English) to introduce “in bocca al leone alato” (into the mouth of the winged lion”) as Bar Sprezzatura’s distinctive welcome.
That being said: Non fare il salame! ¹ Meet us at Bar Sprezzatura and andémo béver un’ombra! ² A presto! ³
¹ “Non fare il salame!” directly translates to English as “Don’t be a salami!” But, in Venetian dialect, it means “Don’t act like an idiot!”
² “Andémo béver un’ombra!” literally translates to “Let’s go to drink a shadow!” In Venice, locals say this to mean “Let's go have a drink!”
³ “A presto!” is much more straightforward and translates to “See you soon!” in English.
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