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Food Truck Nation at Expo Milano 2015

Brand Identity, Environmental Graphics

Identity and wayfinding graphics for a food truck installation at the USA Pavilion for Expo Milano 2015.

Food Truck Nation showcases the trend of artisanal food trucks and street vendors. Zoom Enlarge 1

Food Truck Nation showcases the trend of artisanal food trucks and street vendors.

1 Food Truck Nation showcases the trend of artisanal food trucks and street vendors. 2 Bleachers offer a shady spot to sit and eat.

Bleachers offer a shady spot to sit and eat. Zoom Enlarge 2

Bleachers offer a shady spot to sit and eat.

The icons are inspired by highway and roadside signs, as well as symbols used in farming. Zoom Enlarge

The icons are inspired by highway and roadside signs, as well as symbols used in farming.

The food trucks are covered in the icon pattern. Zoom Enlarge

The food trucks are covered in the icon pattern.

Icons range from farm animals and implements to American symbols and historical imagery. Zoom Enlarge 1

Icons range from farm animals and implements to American symbols and historical imagery.

Slogans and phrases are also incorporated into the pattern. Zoom Enlarge 2

Slogans and phrases are also incorporated into the pattern.

1 Icons range from farm animals and implements to American symbols and historical imagery. 2 Slogans and phrases are also incorporated into the pattern. 3 The icons appear on banners around the installation.

The icons appear on banners around the installation. Zoom Enlarge 3

The icons appear on banners around the installation.

The burger food truck. Zoom Enlarge 5

The burger food truck.

Sidewalk signage leads Pavilion visitors down the main Expo thoroughfare to Food Truck Nation. Zoom Enlarge 6

Sidewalk signage leads Pavilion visitors down the main Expo thoroughfare to Food Truck Nation.

4 Banner. 5 The burger food truck. 6 Sidewalk signage leads Pavilion visitors down the main Expo thoroughfare to Food Truck Nation.

A custom Zoom Enlarge 1

A custom "no smoking" icon is used for signage.

Special pins for Milan's Pride Week. Zoom Enlarge 2

Special pins for Milan's Pride Week.

1 A custom "no smoking" icon is used for signage. 2 Special pins for Milan's Pride Week. 3 Custom plates were designed for the James Beard American Restaurant at Seven Stars Galleria.

Custom plates were designed for the James Beard American Restaurant at Seven Stars Galleria. Zoom Enlarge 3

Custom plates were designed for the James Beard American Restaurant at Seven Stars Galleria.

The series of plates used at the James Beard American Restaurant are available as souvenirs. Zoom Enlarge 4

The series of plates used at the James Beard American Restaurant are available as souvenirs.

Michelle Obama cooks with Mario Batali in front of the icon wall at the restaurant. Zoom Enlarge 5

Michelle Obama cooks with Mario Batali in front of the icon wall at the restaurant.

As part of the Pavilion's environmental graphics, the icons are engraved in a white display counter. Zoom Enlarge 6

As part of the Pavilion's environmental graphics, the icons are engraved in a white display counter.

4 The series of plates used at the James Beard American Restaurant are available as souvenirs. 5 Michelle Obama cooks with Mario Batali in front of the icon wall at the restaurant. 6 As part of the Pavilion's environmental graphics, the icons are engraved in a white display counter.

T-shirt featuring the Pavilion symbol. Zoom Enlarge 1

T-shirt featuring the Pavilion symbol.

The symbol wraps around a mug. Zoom Enlarge 2

The symbol wraps around a mug.

1 T-shirt featuring the Pavilion symbol. 2 The symbol wraps around a mug. 3 Espresso cup.

Espresso cup. Zoom Enlarge 3

Espresso cup.

Restroom signage in the Pavilion. Zoom Enlarge

Restroom signage in the Pavilion.