For one of my latest projects, I was given the task of designing both a company name and a company logo. The product of the company? Tortiglioni.
“Tortiglioni are similar to rigatoni, but with more pronounced grooves that are slanted, wrapping around the tubular pasta in a multiple helix, like the red and white rotating signs you used to see outside the barber’s shop.”
“Their geographic origin is uncertain. They belong to the short, straight ridged pasta cuts. They are 1.889″ long, between 0.041″- 0.045″ thick , with a 0.444″ diameter. Excellent with juicy ragus, either meat- or vegetable-based. Very tasty also with tomato and vegetable- based sauces. This cut is perfect for oven pies. ”
Through internet and paper research I comprised a list of the most interesting facts regarding this certain type of pasta.
- Pronounced grooves to capture the flavour of the sauce
- Grooves run in the design of a Helix
- Tortiglioni/torquere – Latin ‘To turn’
- One of the oldest pasta shapes
- Used mainly for bakes and casseroles
Using this list I narrowed down my areas of research. I liked the reference of the pastas shape to a helix and when the designs started to evolve I was drawn down the more scientific route.
I wanted the logo to be simple but also different and after a bit of time surfing blindly, I came across a recent scientific study that stated “The source of DNA swallows at least 30% of all digested foods”. I found this quite amusing as it just goes to show that we really are what we eat. I then started to imagine what it would be like if we really were made out of pasta, starting off with just giant pasta tubes for arms and legs but steadily getting smaller and smaller until it was our very DNA itself that was made up of the finest wheat, semolina and Italian water.
It was at this point that I came up with a name for my company; Scienza di Pasta (The Science of Pasta).
The progression of logo design can be seen in the image below. I tried to make it incorporate as many of the pastas qualities as I could by making the lines rigid, the grooves in the end circle pronounced and the overall shape to be as much like a string of DNA as possible whilst still remaining pasta-like. As an afterthought, I also tried to incorporate the use of a casserole dish into the design.
Tortiglioni Pasta Design