- Visual Identity
collaboration: Claudia Polizzi
The Accademia Carrara in Bergamo is internationally renowned for its Renaissance masterpieces and was founded in 1810 by collector and patron Graf Giacomo Carrara. After six years of renovation work the pinacotheca reopened its doors in April 2015. In conjunction with the reopening there was an invited competition for the museum’s new visual identity. Lupo & Burtscher won the competition and conceived the content and the design of the museum’s reopening campaign.
The new logo of the Accademia Carrara consists of three elements: a signet (symbol), a typeface and a graphic element underscoring the museum’s location. The signet features on publicity materials in various dimensions, colours and positions; as a distinct element it also serves as a surface for the communication of content and as a pattern for special printed materials. The typographic element ‘Bergamo’ is used as a flexible multipurpose element. Pantone Bright Red, the institution’s colour identity, is used for external communications; additional colours are used for exhibitions and events. The museum’s image is defined by two typefaces: Amasis by Ron Carpenter for headlines and Atlas Grotesk by Atelier Carvalho Bernau for body text. When works from the pinacotheca are used in publicity materials, details of the author, title and year are given as a centred caption.
Lupo & Burtscher’s concept for the opening campaign was themed around the ‘portrait’. The slogan ‘Vediamoci’ (come and see us) was used with enlarged reproductions of details from famous portraits in the Carrara collection, creating spontaneous ‘eye-level’ encounters in the public spaces of the city. ‘Vediamoci’ addresses the public directly, inviting them to visit the newly opened museum and make it a regular meeting point.
The reopening of the Accademia Carrara has contributed to the regeneration of the part of the city of Bergamo where the museum is located. Lupo & Burtscher have developed the interactive thematic tour ‘Voci dal borgo’ in the city’s public spaces as well as an app about the past, present and future of the district and the museum.
Accademia Carrara di Bergamo
- year: 2014