Sign and Windows for Massimo Gelarty
Two levels of text, two sizes, one sign: "Massimo Gelarty" holds the facade from across the street, while the fine "restaurant & gelateria" line is read from the pavement.
The place occupies the ground floor of a new tower — a pale facade with a lot of glass. White letters disappear against that, so the main name was made dimensional with a deep return: the shadow it casts on the wall acts as an outline and gives the lettering back its daytime legibility.
The sign works on two levels. "Massimo Gelarty" is set large and sized to be read from the far side of the street. The script line beneath it, "restaurant & gelateria", is thinner and lighter, meant to be read up close once someone has already stopped at the window.
The windows carry the same typography, with the logo repeated along the lower edge of the glass. That gives a second layer of recognition for people walking the pavement who never look up at the sign.
Services in this project