CONCEPT

The identity of Museo del Contemporaneo was designed around the idea of creating a visual system that could reflect the open, dynamic and multidisciplinary nature of contemporary culture.

Rather than relying on a traditional static identity, the project transforms the institution’s name into an active graphic structure. The extended logo and its monogram become flexible elements capable of adapting to different scales, formats and contexts, while maintaining a strong and immediate recognition. 

At the centre of the system is the monogram, which is not treated simply as a logo but becomes an architectural graphic device. Its letters move to the edges of the layout, framing images, texts and content and creating a visual field that is constantly reconfigured. 

The identity therefore becomes a frame for contemporary culture: recognizable enough to establish a strong institutional presence, yet flexible enough to allow artworks, exhibitions and different forms of expression to remain at the centre.

CONTEXT

Museo del Contemporaneo required an identity capable of operating simultaneously as a cultural institution and as part of the wider Università di Verona ecosystem.

The challenge was to build a recognizable and autonomous visual language while maintaining a clear connection with its institutional context. 

The project therefore needed to respond to a particularly diverse communication environment, moving from exhibition communication to educational activities, physical spaces, digital platforms and institutional information.

EXECUTION

The identity was developed as a modular graphic system built around a limited number of highly recognizable elements.

The logo exists in both an extended version and a compact monogram, allowing the identity to remain effective across different dimensions and applications. Specific rules regulate minimum sizes and positioning, ensuring consistency throughout the system. 

A bold typographic language based on Outfit creates a direct and contemporary tone, supported by a clear hierarchy between titles, subtitles, body copy and calls to action. 

The chromatic system combines white and dark grey with a palette of pastel secondary colours, allowing communication to change atmosphere while maintaining a recognizable visual structure. 

Most importantly, the monogram expands beyond the logo itself and becomes the main graphic principle of the identity. The letters are positioned at the edges of compositions to frame visual and textual content, creating a system that can continuously change while remaining immediately identifiable.

This language was then extended across the entire museum experience, including posters, wayfinding, artwork captions, exhibition panels, website, social media and merchandising. 

IMPACT

The project gives Museo del Contemporaneo a coherent yet flexible visual identity, capable of supporting the variety of content, audiences and activities that characterize a contemporary cultural institution.

Instead of imposing a fixed graphic language on every piece of communication, the system establishes a recognizable framework within which exhibitions, artworks and content can change continuously.

The identity therefore becomes both an institutional tool and a curatorial device. It creates consistency between physical and digital environments, improves recognition across touchpoints and gives the museum a distinctive visual presence without competing with the cultural content it is designed to communicate.

The result is a brand system that does not simply identify the museum, but creates a space around its content, allowing the identity itself to behave like a constantly evolving frame for contemporary culture.

Agency: Blank_Spaces
Creative Director: Simone Stucchi

Brand Strategy / Visual Identity / Art Direction / Brand System / Graphic Design / Typography / Wayfinding / Exhibition Design / Digital Identity / Website / Social Media / Environmental Graphics / Merchandising / Brand Guidelines