Museo Novecento
Spring 2025Course: Branding and IdentityIllustrator
InDesign
Photoshop
The identity draws on the concepts of speed and forward-thinking innovation that define the Museo Novecento in Florence. Alberta Della Ragione, the museum’s primary donor, began collecting 20th century Italian art out of a desire to move forward with the times and cultivate an appreciation for the contemporary. This sense of speed and movement is not only embedded in the collector’s vision but is also central to many of the artworks in the collection. The new identity references the Futurist works housed in the museum’s permanent collection while also connecting to its ever-changing contemporary exhibitions.
By expressing a sense of forward motion, it reflects how contemporary art continues to innovate and push humanity towards the future.
The Logo System
The logo centers around the initials of the museum’s name. The ‘M’ and ‘N’ flow into each other to create a sense of momentum. The standard version of the logo fades from a deep orange to a brighter yellow tone to further evoke the concept of speed.
The shapes created by the overlapping ‘M’ and ‘N’ also recall the historic facade of the museum, along with the obelisk embellishing the square in front of it’s entrance.
The logo can be repeated and overlapped to create an graphic element used in branding materials. The white space between each row of the logo gradually expands creating a motion effect.
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