Bello

📋 1 Guidelines

🔗 Connections

Sector

Restaurant

Region

Argentina

Guideline Year

2023

Language

English

Tags

Food beverage

Brand Guidelines

2023

Brand Summary

Mission
  • To blend Argentine tradition with Spanish influence, creating a story where Asado meets Sangría, and heritage is balanced with modern flair [^1].
Core Values
  • quality
  • intentionality
  • tradition
  • freshness
  • warmth
  • craftsmanship
  • credibility
  • storytelling [^2]
Target Audience
  • Individuals who appreciate top-quality service, deep industry knowledge, and a balance of traditional and modern dining experiences .
Personality Traits
  • intentional
  • inviting
  • traditional
  • fresh
  • warm
  • artisanal
  • credible
  • story-driven [^2]
Visual Identity Overview
  • The visual identity combines vintage charm and modern clarity, using a deep navy blue and soft pastel pink color palette, bold and elegant typography, and minimalistic, handcrafted illustrations. The logo and brand mark evoke artisanal and traditional grill elements, with compositions that are balanced, inviting, and rooted in storytelling [^5].

Categories

Brand Voice
  • THE STORYTELLER connects people to the shared human experience with stories that can unleash powerful emotions, build credibility and allow for difficult topics to be explored. Using this gift to relay information and knowledge, the Storyteller passes along history and insight, often with a bit of drama to make a point or add clarity. In many ways, the Storyteller is the living bridge between the conscious world and the archetypal realm of the collective unconscious. This archetype makes the covert overt, the metaphorical applicable, the separate integrated.
  • Our heritage meets our modern generation to find a story where Argentina blends with Spain, and Asado blends with Sangría.
  • Bello is a traditional Argentine grill that stands out for its top-quality service and the deep industry knowledge of its owners.
  • For Bello, quality means being involved in every detail—knowing what works, what doesn’t, and never skipping the hands-on work. Every dish is tested, every decision is intentional.
  • The brand is warm and inviting, bringing a fresh twist inspired by the new generation, without losing the handcrafted charm and care passed down from the older ones. A balance between tradition and modern flair.
Brand Imagery
  • The logo should be used in the designated palette colors, with the primary version being the pink logo on a blue background. In secondary cases, when the background is pink, the logo should be used in blue. For monochromatic uses, always choose the dark background with the logo in white.
  • The brand mark is a “B” designed to resemble a cattle branding iron, evoking the stamps used on livestock. The brand mark should be used when the composition visually makes the full logo difficult to read or creates unnecessary visual noise. It can also be used as a standalone design element.
  • Whenever possible, the full logo should be used, except in cases where legibility is compromised. For icons and navigation bars, the brand mark should be used.
  • Do not scale the logo disproportionately.
  • Do not set the logo in colors outside of our core color palette.
  • Do not reconstruct the logo.
  • Do not recreate the logo.
  • Do not type out the logo.
  • Do not fill the logo with photography.
  • Do not add a drop shadow to the logo.
  • Do not make the wordmark into a pattern.
  • Do not add gradients to the logo.
  • The illustrations are inspired by classic vintage drawings—handmade-looking, realistic, and monochromatic. They feel timeless, crafted, and rooted in tradition, using brand colors to maintain consistency and visual identity. These illustrations help reinforce the artisanal feel and add a layer of storytelling to the brand.
Color Palette
  • The logo should be used in the designated palette colors, with the primary version being the pink logo on a blue background. In secondary cases, when the background is pink, the logo should be used in blue. For monochromatic uses, always choose the dark background with the logo in white.
  • Do not set the logo in colors outside of our core color palette.
  • The color palette pairs a deep, muted navy blue-symbolizing tradition, elegance, and trust-with a contrasting soft pastel pink that introduces a touch of modernity and boldness. This balance allows the brand to feel both classic and current, appealing to those who value heritage with a contemporary twist. The bar size indicates the percentage of use in the compisitions.
  • TALL BLUE HEX: #082567 RGB: 8, 37, 103 CMYK: 91, 64, 0, 59.
  • PALE CORAL PINK HEX: #F4C1B4 RGB: 244, 193, 180 CMYK: 0, 21, 26, 4.
  • BABY PINK HEX: #FFF1E3 RGB: 255, 241, 227 CMYK: 0, 5, 11, 0.
  • OPP BLACK HEX: #1F1F1F RGB: 31, 31, 31 CMYK: 0, 0, 0, 88.
Typography
  • The brand’s typography system is a juxtaposition of vintage charm and modern clarity—just like Bello itself. The primary typeface, Furlong, is used exclusively for titles and headings, bringing a sense of heritage and timelessness to the brand. For body text and other applications, we use Avenir, a clean and highly legible sans serif font that adds a modern, professional touch. This combination ensures both personality and readability across all brand materials.
  • Furlong Vintage
  • Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
  • “ ” ‚ . : ; … @ ! ? $ % &
  • Avenir LT Pro
  • H1: UPPERCASE
  • PARAGPRAH: Avenir LT Regular
  • H2 -H3: Avenir LT Extra Bold
Logo Usage
  • The logo should be used in the designated palette colors, with the primary version being the pink logo on a blue background. In secondary cases, when the background is pink, the logo should be used in blue. For monochromatic uses, always choose the dark background with the logo in white.
  • The brand mark is a “B” designed to resemble a cattle branding iron, evoking the stamps used on livestock. The brand mark should be used when the composition visually makes the full logo difficult to read or creates unnecessary visual noise. It can also be used as a standalone design element.
  • Whenever possible, the full logo should be used, except in cases where legibility is compromised. For icons and navigation bars, the brand mark should be used.
  • Do not scale the logo disproportionately.
  • Do not set the logo in colors outside of our core color palette.
  • Do not reconstruct the logo.
  • Do not recreate the logo.
  • Do not type out the logo.
  • Do not fill the logo with photography.
  • Do not add a drop shadow to the logo.
  • Do not make the wordmark into a pattern.
  • Do not add gradients to the logo.
Tone And Messaging
  • THE STORYTELLER connects people to the shared human experience with stories that can unleash powerful emotions, build credibility and allow for difficult topics to be explored. Using this gift to relay information and knowledge, the Storyteller passes along history and insight, often with a bit of drama to make a point or add clarity. In many ways, the Storyteller is the living bridge between the conscious world and the archetypal realm of the collective unconscious. This archetype makes the covert overt, the metaphorical applicable, the separate integrated.
  • Our heritage meets our modern generation to find a story where Argentina blends with Spain, and Asado blends with Sangría.
  • Bello is a traditional Argentine grill that stands out for its top-quality service and the deep industry knowledge of its owners.
  • For Bello, quality means being involved in every detail—knowing what works, what doesn’t, and never skipping the hands-on work. Every dish is tested, every decision is intentional.
  • The brand is warm and inviting, bringing a fresh twist inspired by the new generation, without losing the handcrafted charm and care passed down from the older ones. A balance between tradition and modern flair.
Brand Values
  • COMER UN BUEN ASADO ES BELLO.
  • BRAND ARCHETYPE: THE STORYTELLER connects people to the shared human experience with stories that can unleash powerful emotions, build credibility and allow for difficult topics to be explored. Using this gift to relay information and knowledge, the Storyteller passes along history and insight, often with a bit of drama to make a point or add clarity. In many ways, the Storyteller is the living bridge between the conscious world and the archetypal realm of the collective unconscious. This archetype makes the covert overt, the metaphorical applicable, the separate integrated.
  • Our heritage meets our modern generation to find a story where Argentina blends with Spain, and Asado blends with Sangría.
  • INTENTIONAL INVITING TRADITIONAL FRESH
  • Bello is a traditional Argentine grill that stands out for its top-quality service and the deep industry knowledge of its owners.
  • For Bello, quality means being involved in every detail—knowing what works, what doesn’t, and never skipping the hands-on work. Every dish is tested, every decision is intentional.
  • The brand is warm and inviting, bringing a fresh twist inspired by the new generation, without losing the handcrafted charm and care passed down from the older ones. A balance between tradition and modern flair.
Visual Style
  • The logo should be used in the designated palette colors, with the primary version being the pink logo on a blue background. In secondary cases, when the background is pink, the logo should be used in blue. For monochromatic uses, always choose the dark background with the logo in white.
  • Do not scale the logo disproportionately.
  • Do not set the logo in colors outside of our core color palette.
  • Do not reconstruct the logo.
  • Do not recreate the logo.
  • Do not type out the logo.
  • Do not fill the logo with photography.
  • Do not add a drop shadow to the logo.
  • Do not make the wordmark into a pattern.
  • Do not add gradients to the logo.
  • The color palette pairs a deep, muted navy blue-symbolizing tradition, elegance, and trust-with a contrasting soft pastel pink that introduces a touch of modernity and boldness. This balance allows the brand to feel both classic and current, appealing to those who value heritage with a contemporary twist. The bar size indicates the percentage of use in the compisitions.
  • HEX: #082567, RGB: 8, 37, 103, CMYK: 91, 64, 0, 59.
  • HEX: #F4C1B4, RGB: 244, 193, 180, CMYK: 0, 21, 26, 4.
  • HEX: #FFF1E3, RGB: 255, 241, 227, CMYK: 0, 5, 11, 0.
  • HEX: #1F1F1F, RGB: 31, 31, 31, CMYK: 0, 0, 0, 88.
  • The brand’s typography system is a juxtaposition of vintage charm and modern clarity—just like Bello itself. The primary typeface, Furlong, is used exclusively for titles and headings, bringing a sense of heritage and timelessness to the brand. For body text and other applications, we use Avenir, a clean and highly legible sans serif font that adds a modern, professional touch. This combination ensures both personality and readability across all brand materials.
  • Furlong Vintage
  • Avenir LT Pro
  • H1: UPPERCASE
  • PARAGPRAH: Avenir LT Regular
  • H2 -H3: Avenir LT Extra Bold
  • The illustrations are inspired by classic vintage drawings—handmade-looking, realistic, and monochromatic. They feel timeless, crafted, and rooted in tradition, using brand colors to maintain consistency and visual identity. These illustrations help reinforce the artisanal feel and add a layer of storytelling to the brand.
Iconography
  • The brand mark is a “B” designed to resemble a cattle branding iron, evoking the stamps used on livestock. The brand mark should be used when the composition visually makes the full logo difficult to read or creates unnecessary visual noise. It can also be used as a standalone design element.
  • Whenever possible, the full logo should be used, except in cases where legibility is compromised. For icons and navigation bars, the brand mark should be used.
Layout And Composition
  • The brand mark should be used when the composition visually makes the full logo difficult to read or creates unnecessary visual noise. It can also be used as a standalone design element.
  • Whenever possible, the full logo should be used, except in cases where legibility is compromised. For icons and navigation bars, the brand mark should be used.
  • Do not scale the logo disproportionately.
  • Do not set the logo in colors outside of our core color palette.
  • Do not reconstruct the logo.
  • Do not recreate the logo.
  • Do not type out the logo.
  • Do not fill the logo with photography.
  • Do not add a drop shadow to the logo.
  • Do not make the wordmark into a pattern.
  • Do not add gradients to the logo.
Brand Archetype
  • THE STORYTELLER connects people to the shared human experience with stories that can unleash powerful emotions, build credibility and allow for difficult topics to be explored. Using this gift to relay information and knowledge, the Storyteller passes along history and insight, often with a bit of drama to make a point or add clarity. In many ways, the Storyteller is the living bridge between the conscious world and the archetypal realm of the collective unconscious. This archetype makes the covert overt, the metaphorical applicable, the separate integrated.
  • Our heritage meets our modern generation to find a story where Argentina blends with Spain, and Asado blends with Sangría.
Illustration Style
  • The illustrations are inspired by classic vintage drawings—handmade-looking, realistic, and monochromatic. They feel timeless, crafted, and rooted in tradition, using brand colors to maintain consistency and visual identity. These illustrations help reinforce the artisanal feel and add a layer of storytelling to the brand.
Brand Application

  • Brand Application

🐛 Report