FORNER creates an identity that makes Palomino feel like home

Palomino sits in downtown Ventura as a space where celebration meets belonging. The venue operates with a dual purpose – part local gathering spot, part event destination – and its identity needed to hold both without favouring either. Los Angeles-based studio FORNER developed a brand that draws from Ventura’s relaxed coastal character whilst maintaining the polish required for life’s significant moments. The positioning, Ventura’s Gathering Place, anchors the entire system. The word ‘gathering’ does considerable work here, referencing both the social act of coming together and the seasonal nature of fresh, local ingredients. It’s a term that accommodates an eclectic range of uses – from casual dinners to weddings – without feeling stretched. FORNER’s approach stemmed from examining what makes people feel they belong somewhere. Rather than designing purely for aesthetic impact, the studio considered how a venue becomes woven into a community’s social fabric. The identity pairs rooted, familiar qualities with moments of elevation, creating what Creative Director Kati Forner describes as “a beautiful tension, grounded in the casual warmth of Ventura, yet elevated enough to hold life’s most memorable moments.” This tension manifests most clearly in the typographic system. Gestura Display anchors the identity with high-contrast letterforms that bring refinement without formality. “With its refined, high-contrast letterforms, it brings a sense of effortless elegance and artistry to the brand,” Forner explains. “It feels timeless yet expressive, lending the identity a polished voice that mirrors the elevated nature of the venue itself.” Termina and Basis Grotesque complete the palette, each chosen to express sophistication alongside approachability. Together, the three typefaces reflect what Forner calls Palomino’s “dual nature: artful but unpretentious, refined but relaxed.”