With this project, I wanted to redesign the existing brand of MACRO (Museum of Contemporary Art of Rome). MACRO located in Rome, is a museum whose objective is the discovery and promotion of new artists, as well as events and trends on the contemporary scene, trying to bring to the museum and the art world also the younger users. The MACRO re-branding proposed represents the dynamic character of the artworks that contains. The mark is designed to provide an innovation feel that echoes the idea of “contemporary” which is always changing and moving.
The project has ranged from the theory, research and the study of the brand identity concept applied to a museum institution. The final project includes the entire visual identity, from the study of brand identity to the lettering, signage and outdoor applications.
