The logo and everything that goes with it is not only our "face", but it also represents our identity, our promise and our connection with you. Podere La Gualda Vecchia was born in 2020, when we took over the 3 sets of keys to the farmhouse on August 1. In these 3 years, the Podere has gone through a fascinating journey of change, going from an almost abandoned house to a family home, a hospitality business, a commercial business, a garden open to the public, and a venue for events. The image change was a must at this point.

Gualda Vecchia's first logo, with soft colors, fluid hues and an aura of lightness, a beautiful watercolor done by Serena Capello, had a certain charm and visceral connection to nature and the farmhouse. This brand caught the attention of a public seeking authentic experiences. La Gualda Vecchia was then just a restored farmhouse, surrounded by nature. There was no Garden, or even the idea of the Garden! There were no events, no jewelry made from our flowers, everything was still "in potency."

The Transition to Refined Elegance: The New Logo

We had to find a solution that would bring together the 4 branches of La Gualda Vecchia: hospitality (rooms), garden, events, and store. Not only that, the new image also had to reflect the spirit of La Gualda Vecchia, what we would like to convey, what by its very nature is conveyed to anyone who visits this place. Of course, we could not do this work alone, so we turned to the guys at Fuoricentro Studio.

The Fuoricentro team has cross-disciplinary skills and a synergy built over more than 10 years of working together. I could sense all these aspects from our first meeting. Authenticity, transparency and empathy. They were the right people to be entrusted with this most delicate task.

A New Beginning That Honors Roots

The new logo had to be concise, not too didactic, but somehow it had to have an element in it: the 3 red doors present in the labyrinthine beds of grasses. Our sculptural totems. The first impact one has when visiting the Podere.

The end result is a synthesis of the many souls of the Podere. A symbol capable of conveying the feeling of balance and vibrations experienced while staying at the facility.

The Fuoricentro team's preliminary research thoroughly analyzed the language of the esoteric world, trying to return an intimate symbol with a contemporary flavor.

The base of the logo is solid, as is our land, and accommodates in its center the 3 red doors. From these red doors start two levels of rays with different keys. My favorite is the iris; if the imagination completes the circle of rays it is possible to glimpse an eye. An eye that in Gualda Vecchia first observes the outside, and then, inevitably, shifts its gaze to the inside of the individual. The rays also recall the sun, energy. The energy centers created in the garden, revealed through the use of ancient geometries. The rays also recall some grasses, and the details of some flowers.

The solution to represent the 4 souls of Podere La Gualda Vecchia

We declined the 4 souls into 4 different colors, giving them a universal title in English. Thus we have:

• Hospitality that is as green "Gualda Vecchia" as the farmhouse fixtures are.
• the Garden which is red, as red are the doors, the large bamboo canes, and other details to come 😉
• Events are a beautiful purple tone full of vitality
• the Shop is of an elegant sand, natural element, as natural are the items for sale in the store

The celebration of the journey, of evolution

We embraced change with a new visual identity, moving from watercolor strokes to refined elegance. This transformation process was an ode to growth, adaptation, and evolution. While the watercolor logo may have been nostalgic and charming, the new logo represents modernity, quality, and sophistication.

This story of change reminds us that each phase of a company is a chapter in a long journey. And as with any journey, the important thing is to take with you the best of the past while embracing the opportunities of the future. The tourism company's new logo is a symbol of this new beginning, honoring the roots and opening the door to a world of new adventures and possibilities.