Sistema Regionale
per le Arti e la Cultura
COUNTRY & YEAR
Italy | 2019
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INDUSTRY
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SERVICES
Brand Identity | Creative Direction
In 2018, the Teatro Pubblico Pugliese held a competition to design a representative logo for the Regional System for Arts and Culture: the logo we designed was awarded as the winning design.
The proposed logo uses as a name the acronym of the System, with the inclusion of the I after the initial letter, in order to improve readability. The visual part of the brand starts from the idea of graphically representing a system, a network, a series of elements that are structured in a whole; within a grid the characters that make up the name alternate, so, to symbols that summarize four categories that can be traced back to the events of the System: art, music, theater, literature.
Icons of the categories are four signs of punctuation and phonetics, a metaphor for a language that is a system, where every cultural manifestation is a pause, an accent, the part of a discourse: art is the period, because contemplation, meditation, a prolonged pause; theater is the two points that introduce a sentence, a dialogue, a direct discourse; music is an accent, a symbol of intensity and relief; parentheses are literature, the solitary space of reading.
