Cooper Carry's brand team developed the Velóce brand, an Italian food venue, for the new dining facilities at Hitt Hall at Virginia Tech. Velóce is the Italian word for fast or rapid. The name itself communicates that you will get your Italian food quickly. The tagline, "speedy Italian ciao," further reinforces this concept using another play on words. The slanted nature of the logotype visually represents speed and movement with pieces flowing behind. The font selected is sans serif with a thick and consistent weight throughout with rounded terminals representing the edges and roundness of noodles. The color palette reflects that of traditional Italian food.
Hitt Hall will feature a 600-seat full-service multivenue dining facility on two floors of the building’s west wing, flexible general assignment classrooms on the third floor, and open collaboration zones throughout. The dining capacity added by Hitt Hall, with its nine distinct dining venues, will increase and more evenly distribute dining services for students, faculty, and staff on the Blacksburg campus. The building, designed by Cooper Carry, will provide an expanded physical presence for the Myers-Lawson School of Construction - a joint collaboration between the College of Architecture and Urban Studies and the College of Engineering - as well as a unique two-story Innovation Lab providing program opportunities for temporary and large-scale student-based projects.