Fish Scale is an European Project about Sustainable Fishing. Its Aim is to preserve over exploited fish species by promoting purchase and consuption of forgotten types of seafood.
Frog Adv, the agency where I've been working from november 2010 to march 2011, designed the brand identity for Italy. The naming of the project is therefore "Pesce Ritrovato by Fish Scale".
In particular I designed the logo and the brand guidelines, supervised by Edoardo Cavazzuti as Creative Director.
The idea for the logo came by thinking about buying fish as some kind of research, something connected to knowledge and survey. So I thought to a magnifying lens whose shape, intersected with another circle, shows a stylized fish.
Then we designed the identity guidelines, giving as examples some website templates and an istitutional poster for the presentation of the project.