Visual Identity for UNESCO World Heritage Site, Mount Etna
2019
University project (group of 4)
for Visual Communication Project Lab,
Politecnico di Milano
BRIEF
The aim of this project was to create a visual identity system for the UNESCO World Heritage site/volcano Mount Etna in Sicily, Italy. The identity system was to include the creation of a logo, merchandising and an instagram page as well as the ideation of an app that could provide visitors with a unique experience of the place.
Mount Etna is one of the world's most active volcanoes and is in an almost constant state of activity. The fertile volcanic soils support extensive agriculture, with vineyards and orchards spread across the lower slopes of the mountain, as well as hosting a vast number of unique animal and plant species. It was added to the list of UNESCO World Heritage Sites in June 2013.
KEYWORDS
ENERGETIC WILD MYSTERIOUS BEAUTIFUL ACTIVE
MOODBOARD
STUDY OF FORMS
SKETCHES
EVOLUTION OF THE LOGOMARK
We wanted to create a bold logomark using simple forms that could immediately be identified as a volcano. The initial logomark originated from the study of the forms most commonly found on and around the volcano which tended to be radiating forms like that of flowers, trees, snowflakes, explosions and so on. After many iterations, the initial logomark evolved into one much less ambiguous and icon-like but still maintained its radial form. The use of sharp triangular forms match the dynamism and energy of Etna as an active volcano.
FINAL LOGO
For the font of the logo we chose Mont Heavy, a bold and timeless font that also matches the visual weight of the logomark.
LOGO ALTERNATIVES
COLOUR PALETTE
The colour palette is a simple reflection of the colours of the volcano. The white is representative of the smoke and snow and the black of the ashy and volcanic terrain, while the orange acts as an accent colour and represents not only the hot lava but is an energetic colour with a high contrast against both the black and white.
MERCHANDISING
INSTAGRAM PAGE
The instagram page is based on the use of photographic images of neutral colours, particularly browns and greys with touches of red/orange, similar to those of the colour palette. The photos alternate between close-ups and landscape images to give a broad perspective of the characteristics of Etna and, generally, every 3 to 5 posts is an educational or informative post to promote Etna and its surrounding activities.
WEBSITE AND ETNA+ APP
The Etna+ app was created with the aim of promoting Etna and its turistic activities, to strengthen the local communities and their sense of identity tied to the volcano, to keep both locals and visitors informed on the state of the volcano via real-time updates, to provide educational resources regarding the area's flora, fauna, history and geology and finally to offer a platform for the organisation of tours and activities as well as the purchase of souvenirs or merchandise.
One of the main features of the app is Etna Explore which is an augmented reality game that encourages the user to explore the volcano as much as possible with the incentive of accessing exclusive information, unlocking new levels and challenges as well as gaining points which may earn the user local discounts and special offers. This part of the app aims at providing both tourists and locals a unique experience.
Etna+ inclues many other features, some of the more important ones include:
- the safety status which notifies when the volcano is or isn't safe to visit
- the live webcams that are useful not only for visitors but also for guides and locals
- the plan your trip section which includes all the necessary information about how and when to visit Etna, and even allows users to find the right guide for them
