Today, the amazing artistic and cultural heritage of the Musei Reali di Torino (Royal Museums of Turin) can be enjoyed in just one museum tour.
This prestigious rebranding project was entrusted to Intesta by Consulta per la Valorizzazione dei Beni Artistico e Culturale. Intesta, the company in the Armando Testa Group specialising in branding and graphic design, created the new logo and the guidelines for the identity.
“A brand’s logo, –says Antonella Testa, the artistic director of the project-, is a fantastic way to embody something. With a few precise strokes it must be able to communicate and streamline a complete vision to encapsulate the most intimate and profound things brand wants to say about itself. A logo does not just contain a name, but it personifies a philosophy.”
And that philosophy is expressed in a graphic synthesis with a drop made of gold, a colour so closely associated with regal art, a little gem of immense value.
“A drop is in its essence a rhetorical image, -continues Antonella Testa-, it already stands for a whole: the sea is an infinity of the drops that make it up; the drop is the purest distillation of a perfume and it encapsulates its essence.”
The challenge of the new logo was to tell an institutional yet also contemporary story, in line with all the most important international museum hubs such as the Hermitage, the Metropolitan, the Louvre, Versailles.
The Musei Reali Torino can truly be compared to those other European capitals and the new logo is the first step in launching it internationally.
The typographic fonts used, in black, the most classic of classics, are enhanced by the drop, which sums up both contemporary and historical values.The colour chosen is gold: the regal art integrated with contemporary design in a soft embrace of shapes which speak with the language of elegance.
A specially created video by Intesta featuring the new graphics will be projected directly onto the facade of the Royal Palace on Friday 7 at 9.00 pm, during an event which is open to the public, on the occasion of the White Nights in the city.
