Sogno
A century-old garden turned into a dream: a name and an identity with a dove as its guardian.
- Category
- Hospitality & Events
- Services
- Naming, Brand identity, Textures and patterns
- Location
- Mérida, Yucatán
SOGNO is the identity of a venue in Mérida, Yucatán, and of its nearly century-old garden. The challenge was to capture a "Midsummer Night's Dream" atmosphere: wild gardens, shimmering ornaments and an idyllic night, pulled straight from a dream and made to be seen and shared.
The name came first. Sogno means "dream" in Italian: two short, resounding syllables, with the authentic touch of the "-gn-" cluster (as in lasagna) that sets it apart from the Spanish "sueño". It is a coined name, which makes for cleaner ground for trademark registration with IMPI than a common word, and it evokes a place you never want to wake up from.
The isotype is a dove in flight set inside a riveted seal: a symbol of the soul, of peace and of a spirit that watches over. It nods to Beatrice, who guides Dante toward paradise in the Divine Comedy. Sogno was born from a woman's dream of making a home, and the dove is that presence who dreamed it and who, from above, keeps looking after it.
The system brings together a main logotype, an alternate logotype with a handwritten signature and the isotype, set on a palette of olive, cacao, cream, frond and ink, along with textures, a pattern and a border trim. Everything tells the same story: what she planted, her family tended, until it became a dream: an enchanted garden.
